Category: Best Use of Integrated Media
Advertiser: BACARDI GLOBAL BRANDS
Product/Service: MARTINI
Agency: FRED & FARID PARIS
Creative Directors: Veronique/Zohra (Fred & Farid Group)
Copywriter: Veronique/Zohra (Fred & Farid Group)
Copywriter: Pascal Crifo (Fred & Farid Group)
Agency Producer: Stephane Labrouche (Fred & Farid Group)
Agency Producer: Hugues Plouvier (Fred & Farid Group)
Art Director: Feng Huang (Fred & Farid Group)
Art Director: Juliette Lavoix (Fred & Farid Group)
Art Director: Pierre Jouffray (Fred & Farid Group)
Agency Supervisor: Rasjida Bouharrak (Fred & Farid Group)
Senior Global Category Director: Arnaud Meysselle (Bacardi Global Brands)
Agency's Art Buyer: Carmela Guiragossian (Fred & Farid Group)
Media placement: Case Film - N/a - N/a
Media placement: Facebook App - Facebook - 8 Sept 2011 (See Case Film)
Media placement: TVC - National TVs Belgium, Italy, Russia - 28 Nov 2011
Media placement: Web Film - Youtube - 28 Nov 2011
Media placement: Outdoor/Press - Magazine, Newspaper, Billboards - 28 Oct 2011
Insights, Strategy & the Idea
As the biggest alcohol brand in Europe by volume and second biggest by value, MARTINI is a well-established, iconic brand with universal awareness and a large consumer base.
However, recently it has lost relevance with younger consumers becoming distant, less engaging and slightly old-fashioned, with a failure to recruit.
The brand has the ambition to recruit +30% 21-35 year-old consumers by 2016.
It calls its 18-35 year-old target “stylish outlaws” - a young and demanding urban generation that considers Martini their parent’s drink, shared with family before meals.
Stylish outlaws enjoy life, they like to take risks and to play within the rules. This insight reflects the brand’s philosophy “Volere é Potere” (Where there is a will there is a way) written on the walls of Pessione, Martini's hometown.
The new brand positioning “Luck Is An Attitude” fits seamlessly with this philosophy. It changed the target’s perception of the brand.
Creative Execution
Martini set out to recruit a younger generation of consumers with a new global brand positioning: Luck Is An Attitude.
To demonstrate this philosophy and to recreate a strong and sustainable connection with an unreachable audience Martini launched the Kisser casting, a Facebook app to find the next TVC’s star. It involved kissing 10 women and was paid €150 000.
Facebook as the most relevant medium for this new generation of consumers was the centre of the media ecosystem. It was supported by a 360° media plan on the key period of September. Online display and print were used as teasers. The launch campaign was rolled out on TV, online and print, inviting the audience to participate.
The commercial with the Kisser Casting winner aired end of November 2011 on TV and online, connected with a press and outdoor campaign.
Results and Effectiveness
See confidential information.