Client Insights:
BacardÍ has a rich Latin heritage filled with creativity and charisma, and a history of uniting people with amazing experiences that go way beyond simply throwing big party. BacardÍ have a vital purpose to play in a world that feels at times heavy, dark, and uncertain, BacardÍ brings people together as their truest selves, letting them shed the pressures of society and act from instinct. Through music - The Sound of Rum.
Task:
Produce a digital and social media-led activation or campaign for BacardÍ that builds on its existing music-based marketing to keep consumers engaged all year round.
Target Audience:
Under 26 years old (legal drinking age), outgoing, optimistic, open-minded, creative, honest, expressive and extroverted. Live by own values and celebrate diversity.
Single-minded Proposition (SMP):
Make that festival feeling last year-round with a music-led social activation for BacardÍ.
Solution:
Interacting with consumers through FaceApp.
YouTube Pre-roll (30 seconds)
Instagram Posts
Face Application
