Cannes Lions

CONTEXTUAL VIDEO CAMPAIGN

SPIRABLE, London / DIAGEO / 2018

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

Captain Morgan wanted to get closer to their customers, drive on-trade sales and close the loop between the online and offline experience.

They achieved this by using Spriable’s Contextual Video platform. From a single video template the platform automatically created and delivered 54 geo-targeted ads across the UK on Instagram and Facebook, which drove users to Captain Morgan’s Messenger chatbot. Once there, they had a conversation with the Captain, who gave them a coupon for a free drink. They were then able to see their nearest bars to redeem the coupon.

Once redeemed, a personalised video with a simple message “Cheers!” was sent, celebrating the moment.

Execution

A series of APIs automated the flow of data to make this campaign possible.

The platforms used were Facebook/Instagram Ads, Facebook Messenger, Eagle Eye for coupon codes and redemption and us for the creation of localised video ads and personalised videos within Messenger.

Each location had a separate audience on Facebook/Instagram, we created and sent a unique localised ad to each location through the Facebook Marketing API. When customers clicked through to Messenger they received a coupon which was automated through Eagle Eye. Once the customer visited the venue they redeemed the code which triggered an API call to validate and also an API call to us with the second name and pub location where the coupon had just been redeemed. In seconds a notification was sent to the customer on Messenger with their personalised video.

The full integration is built and live.

Outcome

Driving brand awareness and footfall to offline venues are key objectives within the drinks industry. Doing this in an automated and scalable way is key for global brands.

The ability to reuse existing creative assets and create content that increases engagement using our platform is critical for brands as they look for smart way to improve performance.

Creating localised ads increases engagement and recall and results in driving more customers through to Messenger. With a 9.6% redemption rate for coupons the campaign delivered great results for the brand.

Similar Campaigns

12 items

Music Keeps Us Fizzing

COPA90, London

Music Keeps Us Fizzing

2021, PEPSICO

(opens in a new tab)