Cannes Lions

Martini DJ Bot: Keeping summer alive

PROXIMITY LONDON, London / BACARDI / 2017

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Overview

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Credits

Overview

Description

We wanted to amplify Martini’s reputation as a brand that doesn’t play by the rules. So when the clocks went back in the autumn, heralding the arrival of winter, we kept the summer alive by launching the world’s first ever emoji fluent DJ Chat Bot in partnership with Spotify.

By asking followers to sum up their summer using the universal language of emojis, the bot was then able to provide each user with a unique personalised Spotify playlist with the intention that they could #playwithtime, keeping that summer, and aperitivo, feeling going all through the winter.

Execution

Engagement began on Facebook in the week running up to the clock change and the launch of the DJ bot.

A holding message told them to come back on Saturday for their personalised playlist and by making contact with the bot we were able to send them a reminder notification on Saturday.

A second promoted FB post went out on the day of clock change. When they clicked on it they went through to the Martini DJ bot. The bot asked them to sum up their summer using only emojis.

We’re created a playful TOV for the DJ bot to ensure it was friendly and fun for people to engage with. In keeping with the spirit of Martini, it needed to be ‘time well spent’ with the brand.

The DJ bot was only active for two weeks, which amplified FOMO and drove Millennials to the Martini Facebook Page

Outcome

The DJ bot went live across the globe for three days. 2 Facebook posts. 3 nights. 5 languages. 6 countries. 1 million engagements for €35k. That’s 40% more efficient with a 73% increase in audience engagement on the brand average. It was also named one of the Top 10 Customer Engagement Ads of 2016 by Campaign Magazine.

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