Situation

Desperados has a very clear occasion it wants to own– the pre-party. In off-trade, the brand looks to enchant its twenty-something party-goer audience through innovation in order to drive consumption during that pre-party moment.

Brief

We were tasked with creating multiple on & off-trade engagement tools that would drive sales whilst positioning Desperados as the drink of choice for party-goers across EMEA. We needed to create a way the audience could participate with Desperados and experience experimentation in music, but all the while selling beers.

Objectives

We needed to drive a combination of more people (higher penetration), more occasions (expand the purchasing moments) and more frequency (drive repeat purchase).

Beyond these business objectives, we were challenged to engage party-goers with the brand message in our comms; ‘ignite the party spirit through wild experimentation in music’.

We turned the one thing we know that all party goers will have at their pre-party session, (bottles) into sounds they can experiment with. Anybody, anywhere, could mix tracks with their mates – all they needed was a bottle of Desperados and a smartphone.

Scan a bottle through Facebook messenger and mix tracks live with your mates. And if you’re really good, you’re in with a chance of showcasing your mixing skills at a local major festival.

Across the globe we’re seeing a resurgence in DIY party culture. From warehouse raves in Berlin to pop-ups in Warsaw, party goers are taking matters into their own hands.

Specifically looking at our consumer and their constraints, we were able to take this macro DIY trend and make it relevant, disruptive and participative for them and their parties.

We know that the average Desperados drinker will venture out with just €10 in their pocket… these party goers had to be creative with their DIY skills to create a unique party. That’s why we decided to innovate the bottle into a DIY party tool, accessed via the smartphone we knew they’d have. This way, we could make their cash go further and their night start greater.

And the benefit for Desperados? We’d be able to place the brand at the heart of the party and encourage friends to purchase, too.

We created a party-starter that invited our audience to experiment with music and connect with friends. Through doing so, we were able to reward participation with varying prizes across the globe; giving our audience yet another reason to mix their own tracks.

What’s more, we didn’t advertise traditionally to our audience. Instead, we combined utility & entertainment and invited them to the world of Desperados.

The campaign achieved great results:

• 31,000 unique users across the globe

• 49% conversion rate

• Average in app dwell time of 3min 5sec.

• Encouraged repeat purchase to collect the range of six sounds to mix with

• Additional in-store placements were secured, increasing sales volume