MARTINI MOMENTS CAMPAIGN
MARTINI STORY ON YOUTUBE
RECONNECTING MARTINI WITH THE DUTCH MARKET
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.
Our task was to make the brand more spontaneous and accessible, without, of course, losing the strength of Martini’s stylish image. We created a short film telling the story of Martini and launched it on youtube.
We created teaser-banners using outtakes of the film, and pushed them through targeted web blogs, pre-roll video-advertising, and online-banners on highly relevant websites. Within weeks the number of views rised extremely high.
We had a specially composed song, performed by an upcoming artist (Caro Emerald), adding both style and playfulness to the film and released a music video. Caro Emerald got picked up by the relevant music stations, became '3FM Megahit' and an instant Number One in the charts. 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.
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.
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 %
More numbers and background info available on request