Considering 'Luck Is An Attitude' was a global launch, we had to deal with legal restrictions and regulations in every market.Legal restrictions, which apply to the alcohol category, are very specific ie. we are only allowed to feature and target over 25 years old, and we could not feature the Martini drink in the Kisser Casting digital activation. Overall, we had to be careful about linking Martini with seduction.

Martini set out to recruit a younger generation of consumers with a new global brand positioning: Luck Is An Attitude.To demonstrate this philosophy and to recreate a strong and sustainable connection with an unreachable audience Martini launched the Kisser casting, a Facebook app to find the next TVC’s star. It involved kissing 10 women and was paid €150 000.

Facebook as the most relevant medium for this new generation of consumers was the centre of the media ecosystem. It was supported by a 360° media plan on the key period of September. Online display and print were used as teasers. The launch campaign was rolled out on TV, online and print, inviting the audience to participate.The commercial with the Kisser Casting winner aired end of November 2011 on TV and online, connected with a press and outdoor campaign.

In total, the campaign generated 1.1m fans on the Martini Facebook fan page.The casting got worldwide media attention including Sky, BBC, Reuters and Star World.It significantly increased the growth of the Martini Facebook community. In 1 month, it generated 680,000 fans (+108%), 4,000 applicants, 5m views, and the viral reach hit 18m people.The ‘Luck is an Attitude’ theme strongly resonated with consumers. Luck is an Attitude mentions, posted by consumers on social networks around, took over after the film launch. 6,310 total campaign mentions on social networks were generated by the Kisser Casting campaign and the film launch.

78% of mentions after the film launch were generated on Twitter.Luck Is An Attitude has become part of today’s pop culture eg. in Spain the film format and Luck Is An Attitude was used in a viral video about FC Barcelona trainer, Guardiola.