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Bombay Sapphire - The Perfect Mix (Online Advertising)
Brief / Background
Bombay Sapphire – a premium gin – is associated with style and high-end design. The brand's above-the-line exposure during 2008 was low, and the brief we received was to create a highly tactical activation to expose the affluent South African to the Bombay Sapphire gin and tonic cocktail.
The solution needed to introduce the gin, encourage brand interaction, stimulate trial and develop on a small seed base of loyal customers.
The Solution
Get the folks to mix their own Bombay Sapphire gin and tonic cocktail! And reward them for their efforts.
The process introduced each ingredient in 5 stages: Ice, Bombay Sapphire, Tonic, Lime and Mint. Players could either add too much, too little ... or the just perfect quantity at each level of the challenge. After each attempt, a short video clip illustrating the result was played in delicious detail. Only candidates that mastered the precise amount of each ingredient would go through to the next level.
The crisp, clean lines of the Bombay Sapphire brand also found it's way onto the interface design, and we added smooth lounge jazz music to complete the picture. Perfect for afternoon sundowners.
The Activation
This was purely a digital exercise.
Rich media banner properties were published across the 24.com network:
- 300 X 250 Medium Rectangles
- 728 X 90 Leaderboard
- 300 X 600 Half Page Ads
We were excited about the prospect of introducing banners which interacted with each other .. but felt that the brand needed further sophistication: high quality video. The resulting execution portrayed a bottle of Bombay Sapphire gently pouring a good measure of gin from the top Leaderboard position into the lower Half Page Ad position. Not only did we achieve the banner interaction, but we also managed to clear the minimum file size hurdle with dexterous video serving!
Now that we had the viewers attention, we took the 'invitation-only' purpose of the banner further and introduced rich media expanding functionality: when prompted, the Half Page banner expanded to reveal all the mixing functionality of the Microsite ... including the background jazz. This catered specifically to an audience who did not wish to leave the current site they were on.
The Result
597 207 total impressions were delivered over the entire campaign period, of which 225 582 users were unique. The Rich Media expanding banner contributed to the overall competition entry total - of which 75.6% indicated they would like to receive further communication from Bombay Sapphire. In other words our Rich Media Banners helped grow the original seed base by 630%. We say cheers to that!
