Company: Brandhouse Beverages
Agencies: JWT, Nota Bene, Sonic State, Isobar, Have You Heard
Market(s): South Africa
Timing: April 2014 – March 2015
Brandhouse Beverages’ Explore The Night offers real value and utility to app users — finding where the party is, and a means to safely get home.
Brandhouse Beverages sought to create an emotional connection between consumers and the product (Smirnoff Ice Double Black With Guarana, hereafter: SIDBWG). The brand didn’t want to tell consumers what’s cool and what they should be doing while “exploring the night”. Instead the brand wanted to be invited along for the ride and enhance the night-life experience where possible by offering utility.
SIDBWG offered consumers free cab rides during weekends in the three major South African cities. Since the target consumer is young, urban and tech savvy, a native smartphone app for Android and iOS seemed the natural choice. Consumers can request free cab rides using geo-location. The app also provides a night-life activity heat map of their city.
Brandhouse Beverages set JWT as lead creative agency, responsible for managing the project from start to finish. Brandhouse Beverages briefed JWT, who then communicated with their Creative Department to conceptualize the campaign idea. Before pitching the idea to Brandhouse Beverages, JWT met with agency partners to assess budget and feasibility, and so that each agency could offer ideas based on their areas of expertise. Suppliers were also treated as partners, giving them more ownership of the project as well. The resultant integrated campaign spanned television, radio, outdoor, PR, digital and social media channels.
The campaign KPI for app downloads was set at 10,350. As of February 2nd, 2015 (with one week left to meet the goal), the app has already achieved 11,569 downloads.