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Bombay Sapphire - The Perfect Mix (Digital Mixed-Media)
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
The Leaderboard and Half Page Ads were designed to interact with each other – the gin poured from the top banner into the bottom banner, without interruption. We think this 'synchronized banner video' execution might be a first for SA.
The 300 X 600 Half Page Ad expanded to reveal the entire mix console and browsers could interact with the brand and mix their cocktail without leaving the site they were visiting.
Furthermore, a Promotional email was sent to various seed databases (News24, Fin24) invited readers to partake, and the microsite also allowed for sharing via social networks such as Laaikit, Facebook, Twitter, Google and Muti.
The Result
597 207 total impressions were delivered over the entire campaign period. This equated to an average brand interaction time of almost 6min on the Microsite. 75.6% of all entrants indicated they would like further communication from Bombay Sapphire – in other words we grew the original seed base by 630%. We say cheers to that!
