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September 27, 2007
Are you ready for the Read Fruit Farm?

Girls, if you're looking for a new job, there's an open position as Managing Director at the Red Fruit Farm, a new branded entertainment website and competition launched in The Netherlands (but everything is in English) to promote the drink Coebergh.

Watch the video to understand what is all about, and then take the test to apply for the open position. I'm sure you'll appreciate the experience.

Yes, it's a sexy (and rather sexist) campaign but it's a very good example of how far we are now with branded entertainment. The concept is good, but what's impressive is the work behind the site: the video and all the little tests to take to submit your application show a great attention to details (why don't you send an "e-male"?) and a significant investment in terms of budget in this online marketing project.

Also, this is a concept that leaves the door open for several further initiatives, of course TV is among them, but PR, guerrilla and even events also can prove powerful tools in the integrated action that see online at the center of the stage. I'm not Dutch and I never heard of Coebergh before, but rest assured I will remember what the drink is after this experience, therefore I believe Coebergh scored the point, not only in Holland but potentially at an international level.

Unfortunately I don't know the agency behind the project, would be great if someone could leave a comment with the name.

via IN10 weblog.

Comments on this entry

Hi Martina, behind the project is New Message ( it's a small multi-disciplinary agency based in Amsterdam). Cheers! Sylvia

Posted by: Sylvia van den Berg at September 29, 2007 06:41 AM


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