Ravi's portfolio #9, ‘the premise' a case study for drambuie, w3 award winner,...

DRAMBUIE, ‘THE PREMISE’ A digital, social media, branded content and community campaign. A deep engagement strategy. A case study for the work of Ravi Prasad.

THE CHALLENGE: -Market share for Drambuie was declining, its consumers aging rapidly. -The brand was not relevant to early adopters and opinion leaders , or anyone under 45. -It had no ‘cool’ and no cachet. -If known at all, it was considered ‘old’ and tired, something your ‘dad would drink’.

THE OBJECTIVES: -The challenge was to make Drambuie ‘cool’. -Place it into the consideration of ‘inner city’ early adopters and opinion leaders. -Make it relevant to a new and much younger market. -Drive trial, consideration, create ‘peer permission’.

The Premise, for Drambuie. A case study for Ravi Prasad 2011. Email: [email protected] Twitter: @myintuition Australian mobile: 0414 235 325

OUR TARGET: -Demographic, 20 to 35 years old. -Early adopters, influencers and opinion leaders. -Located in the inner city areas of all Australian capitals. -Actively engaged with arts, culture and media. If something becomes ‘cool’, it starts with this target market.

THE INSIGHT: The target market aspires to, or works in, industries including fashion the arts, media and entertainment. They want ‘more’ from their lives. They dream of owning café-bookstores, running design houses, opening boutiques – or running their own ‘small bar’.

THE IDEA: Give people the chance to open and run their own small bar – a competition, the opportunity becomes a prize.

THE CONCEPT: The Premise : a promotion that was essentially a reality TV program without the ‘TV’ show – it lives online instead.


THE BRIEF Entrants to the competition were given a brief and a budget for fit out, promotion and location. To enter they must develop a bar concept that met the brief. Incorporated into the brief was a requirement that the brand be subtly referenced in either the name or the design and that they develop a ‘house’ Drambuie drink – while subtle, the brand remained central to the campaign.


A design feature from the winning entry ‘the Dog house’ using the product itself.

THE APPROACH: Imagine the competition as a reality TV program without the ‘TV’ show. It has all the elements - Creative entry submission – people had to develop an idea for their bar, entries contained video, images and designs; it was a content creation exercise. Peer voting – people could view the entries, then register to vote for their favorite. Just like the public vote in ‘Idol’. Rate and review – people could get involved, comment on entries rate them and share everything they did on Facebook - stimulating more on-line discussions and content. Three rounds of judging - like Master Chef, contestants were eliminated in rounds of voting, finalists were selected, there was even a ‘celebrity’ judging panel.


THE STRUCTURE: The structure, a TV program without the ‘TV’ show, kept the campaign alive, produced interesting content and engaged consumers over several months – much longer than a traditional advertising campaign.

CONTENT: The campaign was about creating really interesting, highly compelling and very entertaining branded content. At each stage of the competition content was produced. This content this was compiled into ‘mini documentaries’ that were accessible through the campaign site and channels such as YouTube. As a lot of interesting content was created, the campaign didn’t look like an advertising campaign; it looked and felt like entertainment or editorial. It was also, in effect, branded entertainment.


The video from the winning entry ‘the Dog house’

The Premise as editorial on Daily Addict.

THE CHANNELS: Site: A site housed the competition and the content created. It featured rating, voting and comment functionality. Facebook: For sharing ,discussions, communications, content and community. Twitter: As a campaign ‘news’ channel. YouTube channel: The second largest search engine in the world, used as a content channel. Mobile: A mobile site was developed; all content could be accessed through mobile platforms. PR: As the story unfolded regular press coverage was gained. CRM: Data was collected at every point for on-going CRM program for during and post campaign activity. Blog- an official blog for behind the scenes information and content.


A screen-shot from the campaign’s Twitter page

A screen-shot from the campaign’s Facebook page

MEDIA STRATEGY: We looked for media and channel partners who would support the campaign with editorial integration. Some of our media deals were indistinguishable from content – our advertising looked like, felt like and was essentially editorial. Partners included: -Daily Addict -The Thousands -Urban Talk about. Partners, such as Daily Addict even staged ‘fringe’ events where they invited their readers to attend exclusive Daily Addict ‘mentoring’ sessions for entrants. It gave the whole campaign an ‘organic’ feel.


EVENTS AND BRAND ‘EXPEREINCE” The winners won the opportunity to run a real ‘small bar’ – this bar was essentially a ‘brand experience’. A real bar meant events: the bar opening night, VIP industry events, trade events (part of an integrated trade promotion) and the regular Thursday, Friday and Saturday opening nights. Each opening night became a brand sampling opportunity. The bar itself was at capacity for the duration of its operations, each night a full house. The success of the bar created further PR as it became a location for social pages photography.


AIMIA Awards Australia Finalist, Best advertising or Marketing. Regarded as a success the global client is repeating the campaign for 2012.

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W3 Awards New York: Gold Award General Website Categories Food and Beverage Gold Award Online Campaign Food and Beverage

RESULTS:

Credits for Drambuie 'The Premise' Ravi Prasad Creative concept and creative development. Communications, media, digital and propagation strategy. Company Credits: Sapient Nitro, McWilliams Wines – client Alison Sinclair Creative Developers: Matthew Arbon, Alex Adlem & Garth Sykes. Design Alex Varanese Technical Developers: Jake Popischill, Dan Treichel & Jason Kibsgaard

END. THANK YOU.

For more information contact Ravi Prasad Email: [email protected] Twitter: @myintuition Australian mobile: 0414 235 325

Ravi's portfolio #9, ‘the premise' a case study for drambuie, w3 award winner,...

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