Cannes Lions

BACARDI BROWN FORMAN BRANDS

OGILVYACTION, London / BACARDI / 2012

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Film

Overview

Entries

Credits

Overview

Execution

First we attracted our audience through intriguing messages on brightly-coloured symbols that achieved cut through, appearing as campus posters, on student websites, on beer mats and on stickers in the pubs themselves. At each touch point they could download the Wetherspoon Connect app, a highly relevant campaign mechanic.

Built around Aurasma’s cutting edge augmented reality platform, it brought those symbols to life: turning physical printed material into on-screen animations and providing students with digital Beer, Spirit or Food vouchers to redeem at their local Wetherspoon bar. The more students engaged with the campaign, the more offers they could collect.The app worked another way too, allowing users to attach digital content to physical objects. So students could ‘tag’ videos and pictures of their Wetherspoon nights out by attaching them to pub fixtures and fittings and share them with their friends through their usual social spaces.

Outcome

-In bar voucher redemption is running at 74%-PR coverage and free brand exposure valued as £212,000, significantly more than the cost of the entire campaign budget-Over 1.1m impressions achieved during first 6 weeks of the campaign with limited media spend-11.4% open rates for emails targeting student databases-PR coverage and unfunded brand exposure within outlet more than covered the cost of the campaign delivering an ROI of 141%

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