Diageo – The Pre-Mix Lounge

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Diageo is the world’s leading premium drinks business, and seeks to maintain its market-leading position through product innovation.

One example was the UK launch of its Pre-mix drinks range, matching some of Diageo’s most popular spirits with their perfect mixers in convenient 25cl cans including Smirnoff & Cola; Smirnoff & Cranberry Juice; Gordon’s Gin & Schweppes Tonic; Captain Morgan’s Spiced Rum & Cola; and Pimm’s & Lemonade.

A campaign was needed to increase awareness of the new range, and to emphasise that the drinks are already mixed and ready to enjoy – the perfect choice for an evening at home. Carat set media owners including Sky Media the challenge of coming up with an engaging online campaign to deliver these messages.

Sky Media’s proposal stemmed from the truism that TV is often the cornerstone of a great night in. The campaign was designed to drive the target audience to a microsite, which in turn was built to help consumers make the most of an evening in. Diageo and Carat loved Sky Media’s outline proposals – which offered the reach and audience targeting they were looking for – and so client, agency and sales house worked together to bring the campaign to life.

Objectives:

  • Increase awareness and purchase consideration of Diageo’s Pre-mix range
  • Promote Diageo Pre-mix drinks as ‘perfect for the evening’
  • Position Pre-mix to be enjoyed at home
  • Target ABC1 adults aged 25 – 45

 

The Campaign:

The ‘Perfect for the Evening’ campaign ran between 16th June and 1st September 2011. At its heart was a bespoke microsite, named ‘The Pre-mix Lounge’. The online destination enabled the target audience to view and explore the content during their working day, helping them to plan their great evening ahead in front of the TV.

The Pre-mix Lounge consisted of an interactive carousel showcasing the Pre-mix range; a TV highlights planner (taking the hassle out of choosing what to watch) with integral Sky+ remote record functionality; and a movies and TV quiz, offering the chance to win great Premix prizes.

Having developed an appealing Pre-mix microsite it was imperative to drive visitors there. This was achieved through a combination of:

  • Homepage takeovers – Sky Movies, Sky 1, Sky Living and Sky TV guide
  • Editorial promotion
  • Display advertising across the Sky Media portfolio of websites including banners, skyscrapers and MPUs

 

Meeting the objectives:

The campaign generated over 60,000 visits to ‘The Pre-mix Lounge’ and 15,000 plays of the competition, yet the more significant impact of the campaign was apparent from in-depth research commissioned by Sky Media.

Research company Survey Interactive was asked to look into the effect of the campaign on the overall awareness of the Pre-mix drinks range, and to measure any changes in perception towards the key brands. The online research used a sample of 2,388 and looked at the contrasting views of those exposed and not exposed to the campaign. The research was also designed to highlight the difference in impact for those who visited the microsite against those who had just seen the display elements.

Research Findings

Overall the campaign delivered a +50% increase in association with the strapline ‘Perfect for the Evening’, for those exposed to the campaign.

With a stronger awareness of the product offering, 1 in 5 respondents exposed to the campaign now say they will purchase a Diageo Pre-mix drink (+71% higher than unexposed) and exposed respondents were +60% more likely to have bought a Diageo Pre-mix drink during the campaign period. Furthermore, audiences who visited the microsite were three times more likely than those who had seen the display only to have bought a Pre-mix drink in the previous month.

Purchase intent increased across all of the featured brands with the highlights being:

Product / Purchase intent – Exposed vs Not exposed
Smirnoff & Cola +74%
Captain Morgan’s Spiced Rum & Cola +44%
Smirnoff & Cranberry Juice +29%

Microsite vs Display only:

  • 3 times as likely to have bought a Pre-mix in the last month
  • 3 times as likely to consider purchasing in the future

 

The Power of the Microsite:

Combined exposure to the microsite and display elements worked to increase favourability across the board – highlighting that increased interaction and time spent immersed delivers on both brand and behavioural objectives. Microsite visitors delivered higher brand awareness and favourability scores and the association of ‘Perfect for the Evening’ was considerably higher (+37%).

We are very pleased with the results that the Sky campaign delivered for Pre-mix. The campaign exceeded our objectives with exciting possibilities of using similar activities in other European markets. Alice Ponti, Innovation Manager – Diageo

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