"Maaike Dommershuijzen // FREELANCE CREATIVE // COPYWRITER // SIDEKICK"
MARTINI MOMENTS FEATURING CARO EMERALD
C A M P A I G N // C R E A T I V E S T R AT E G Y // C O N C E P T // C O P Y
Martini showed a decline in sales in the Netherlands. Research indicated why: Dutch women perceived the iconic brand's advertising as being too glamorous, old fashioned and distant.
REJUVENATE MARTINI
Our task was to make the brand more spontaneous and accessible, without, of course, losing the strength of Martini’s stylish image.
MARTINI MOMENTS CAMPAIGN
MARTINI MOVIE ON YOUTUBE
We created a short film telling the story of Martini and launched it on youtube, together with a specially composed song, performed by an upcoming artist (Caro Emerald), adding both style and playfulness to the film.
The film was pushed through targeted web blogs, pre-roll video-advertising, and online-banners on highly relevant websites. Within weeks the number of views rised extremely high.
YOUTUBE, PREROLL ADVERTISING,
BLOGS,FACEBOOK, PR
CARO EMERALD - 'A NIGHT LIKE THIS'
At the campaign kick-off, we released a music video for Caro Emerald. She was soon picked up by the relevant music stations, our song became '3FM Megahit' and an instant Number One in the charts.
It made Martini top of mind again and meant a great boost for the brand values as well, through the popularity that the campaign gained by the collaboration with Caro Emerald.
LAUNCH, PERFORMANCES & PUBLICITY
For the campaign kick-off we created an intimate event with a live performance of Caro Emerald and the presentation of the Martini video.
In the following weeks, Caro was invited to perform on primetime shows, such as 'De Wereld Draait Door', 'Pauw & Witteman', "RTL Boulevard', 'Giel'. The Martini Moments video was part of the performance everytime, as they played it in the background, as part of the decor.
CAMPAIGN IMAGES & BEHIND THE SCENE
The footage was shot in Croatia (Opatija) and in the Netherlands, Amsterdam (De Hallen, kinkerstraat).
SOCIAL MEDIA
We created a page on facebook and actively communicated with the new Martini fans. By sharing the campaign, invites for the launch, recipes. And we created activations by asking the fans to share their Martini Moments, giving a chance to win Martini experiences, Martini fashion show tickets, fashion & gear, special tasting nights at a Martini Bar, Cocktailparty's, and more.
NUMBERS & CASE VIDEO OF THE CAMPAIGN
Campaign & brand performance
-The song was aired numerous times and the music video was aired on credible music channels
-performances and broadcasts of Caro Emerald were connected with the brand Martini
-preroll banners with a 3 % clickthrough rate
-with advertising & music strategy we reached 86% of our targetgroup.
-The brand video attracted over 600.000 unique viewers that rated the video very high
-Research showed that the buying intention increased from 15 to 23 %