- The background Project F is the place for the young and crazy. They are the city rulers, the party kings, the adventure chasers. Project F stands for Flirt, Friends, Fun, Feel, Freedom, Forever, Freak... It is provocative, it is trendy, it is sexy, and it breaks the rules!
- The mechanics The trade promotion was based on code-registration mechanics. Every bottle had a unique hidden code, which users had to register on the campaign website. With one code registered, you could instantly win one of 3000 small prizes - t-shirts, backpacks, etc. With a second code, you could enter a lottery for 30x 1500 BGN party cash or 30x Samsung S7 Edge smartphones.
- The advertising The campaign was advertised with web banners and in social media. The online ads were reinforced by TVC, OOH and POS ads. We also programmed a nonstandard provocative banner to “seize and break” the home page of VBOX7.
