The Story : San Pedro, the Chilean winemaker, wants to promote the world famous brand "Gato Negro" by stimulating its brand awareness in Belgium. The Gato Negro iconic black cat becomes the leading concept of the strategy.
A web contest is launched with the help of an instore promotional campaign communicated by necktags on bottles. "Party on the roof" is the motto.
The winners are welcome on a party on a roof for an unforgettable evening with a superb view of the city. The shootings are then gathered and shared on web galleries.
wellcomm. was commissioned to create the POS material as well as the interactive websites (web forms and web galleries) and to manage the photoshootings.