CASE STUDY

Our agency is a group featuring event production, design and marketing components. We find these departments work well as individual services and as a grouping of skills for our clients.

We can provide a broader scope in our advice covering a range of marketing channels as well as event delivery experience. Events are a communications channel made up of a plethora of disciplines.

Our team are adept at blending messages with mediums to help our clients reach their targets. We are recruited to advise clients in how to achieve their strategic objectives; as an example we worked with Diageo to develop a launch programme for a number of new brands which were to enter new markets. 

The objective was straightforward; the client wanted to enter and then gain share of a market they had not previously been present in.

The market share had to be sustainable; this was a long term plan and required a launch which would create sufficient momentum to gain visibility in what was a crowded market to allow for a sustained campaign to build a customer base.

The customer demographic was younger than the client was associated with and therefore we needed to develop a launch campaign that would be attractive to drinkers with a propensity to try new products but who we knew were not predisposed to brand loyalty.

The audience would need to be impressed but the brands could not be forced on the customer as our research showed that trying too hard was not seen as a positive trait amongst the demographic.

Being ‘cool’ is a hard thing to achieve! 

To this end, we presented to Diageo the concept of staging a roadshow of events which we believed would create the appropriate tone, opportunity and reach that the launch would need.

The advice was to generate ‘buzz’ and the plan of using events would provide a momentum and an energy that would create interest. Working with the client brand teams, we planned the events to showcase the products and create an ‘atmosphere’ for each.

Using imagery, music and paying attention to the hospitality service with skilled staff we created a template design for each event. We located venues in social settings in the target cities; Identified key contacts (influencers) and produced the events to feature those brands in exciting, unexpected ways to generate awareness of and interest in them.

Creativity was key; working with the brand marketers, we drilled down to capture the look, feel and expression that would associate those products with our audience to inspire them, excite them and encourage them to buy into those brands. The campaign was a success and those brands have continued to grow share.