DEWARS Ambassadors

As our excitement grows over the continued success of our work with DEWARS digitally we are finding that we are becoming more and more Ambassadors for the Brand.

We got really excited this morning when we found out that the Brand has already won 21 Awards this year alone.

Like DEWARS we believe quality shines through.

Bacardi B-Live Radio / MSN Messenger

We recently ran a campaign along with partners Universal McCann Interactive in London and Blue Modus in Colorado to take the first consumer branded on-line/mobile radio station – Bacardi B-Live Radio onto MSN Instant Messenger.

The campaign was highly successful, even more so when you understand that, as with all spirit brands, there has to be a positive age verification barrier to ensure only consumers above the legal drinking age in their country of residence can enter the site and interact with the brand.

The design of Bacardi B-Live Radio on MSN Instant Messenger:

The Objectives were simple:

• Take the Bacardi brand to the consumer;
• Place B-Live Radio in a context where individuals are likely to pass on recommendations; and
• Allow audience to listen to the same songs while communicating with each other.

The campaign ran in 4 markets; United Kingdom, Canada, Germany and Russia over a 3 month period.

As I said, the campaign was highly successful, although I can’t reveal the results as they are confidential to Bacardi; we do use this as a case study for potential clients.

The chart below shows the results against the target and as you can see half way through the campaign it was looking like it was going to provide stellar results. Having looked at this it was decided that there was not enough time left in the campaign to justify refreshing the content, which was the main reason for the plateau in the results.

In addition to this, the results also provided 60% more interaction time than expected with target consumers in their own environment.

And the Branding Effects:

• The majority of listeners surveyed agreed that it was good that they could listen to B-Live Radio whilst ‘chatting’ with friends on Messenger;
• The majority would recommend it to a friend; and
• Half said that the B-Live Radio integration has made Bacardi more appealing.

A highly successful result by any standard.