In order to promote a product called Hello4You, BNP Paribas Fortis asked d-side to come up with a creative field activation that would target youngster between 18 and 28 and respect the ATL & BTL campaign (a lama and a tent as key visuals).
Given that BNP Paribas Fortis sponsors the BNP Paribas Fortis Film Days organized in September in all movie theaters throughout Belgium, d-side came up with a funny animation called the Lama Challenge.
Visitors of selected movie theaters had to take place in front of a real-size lama, a branded back wall and were asked to push a button.
- If the lama spat water, the participants received a discount coupon for the cinema shop
- If the lama did NOT spit water, the participants received a bag of popcorn
A picture was taken with the purpose to be shared on Facebook.
The activation was a success as many young people rose to the challenge, 3.800 pictures were taken and 3.300 posts appeared on Facebook