Not Just for Grandpa

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Title

Drambuie; Not Just for Grandpa

Advertiser:

Drambuie

Year:

2013

Source:

Media Innovation Awards

Product Category:

Beverages - Alcoholic

OOH Format:

Outdoor

Country:

Canada

Objective:

Introduce Drambuie, a spirit with a reputation as “Grandpa’s drink” to a new generation.

Target Group:

The emerging brown spirit drinker:

  • male 25-34
  • urban Toronto hipster
  • lives and plays in the Queen/Ossington area
  • cynical of advertising
  • interested in media and technology – smartphone is his lifeline

Strategy and Media Used:

  • Transit shelters locations placed Drambuie where the target lives and plays and as a bonus provided top of mind awareness amongst bartenders.
  • Takeover creative (chevron pattern on pillars and floor) was purposefully simple yet unexpected and enigmatic.

The Augmented Reality poster/technology was strategically and efficiently extended to other campaign touchpoints beyond the Queen West Transit Shelters including:

  • Augmented Reality Posters at the Drambuie sampling events and Nuit Blanche activation
  • Dundas Square 4-panel landmark transit shelter directly across from the high traffic LCBO and heart of Nuit Blanche
  • Amplified posts on Drambuie Facebook page with AR poster (hold your phone to your computer and experience the Drambuie Augmented Reality)
  • The actual Drambuie bottle! – necktags at retail prompted the AR experience while in the store or at home (hold your phone to the bottle and instantly get the recipes)

Watch a video of the campaign execution here: https://youtu.be/qA-Yh4VvBpw

Results:

  • Over 5,500 sessions were experienced over the length of the campaign (48 days-4 shelters)
  • Sessions averaged 2.5 minutes of concentrated brand engagement
  • Majority of users saved a photo and/or shared the experience via Facebook or Twitter
  • In a declining category, Drambuie experienced growth in Ontario attributed to the campaign (awareness and sales peaked during the periods of the campaign)