Chimay Blondes: the stars of last summer!

This summer, Hungry Minds launched a major campaign on the social networks to highlight the 3 Chimay Blonde pale ales. To do this, the agency drew up a 10-question on-line personality test to determine the pale ale that matches each person. In addition to the result, participants were then able to get access to a Spotify playlist inspired by the character of their beer.

On completion of this questionnaire, during the entire month of July, participants could also enter a competition whose prize differed according to their place of residence. As a result, 2 lucky Belgians won an exclusive weekend in Chimay in the company of 5 of their friends, with, among other things, a meal cooked up by chefs Arnaud Delvenne and Jelle Beeckman. As for participants living in France, the Netherlands and Italy, they could win one of the 100 collector t-shirts available in their country in the colour of their favourite pale ale.

This campaign met with a resounding success, exceeding our own expectations, as the figures below demonstrate:

From 26th June to 15th September:

• 32,392 participations in the Blond Test.
• 97% of questionnaires completed.

From 1st to 31st July:

• 18,389 participations in the competition.
• Average rate of participation: 50% overall, 70% for Wallonia.

Competition media:

• Campaign on Facebook and Instagram: 9,473 competitions completed (€1.07 per competition completed).
• Bannering campaign: 1,656 competitions completed.
• Newsletter: 2,095 competitions completed.
• Influencers :
  • Arnaud Delvenne (BE FR): 10,423 people reached.
  • Jelle Beeckman (BE NL): 9,391 people reached.

 

Campaign elements :

 

After movie week-end Chimay Blond Experience

 

Collector T-shirts

 

Adverts

 

Spotify Playlists

Chimay Triple

Chimay 150

Chimay Dorée