Our challenge was to reach and engage a notoriously difficult demographic – frivolous, flirty, fun 18-24yo women. We needed to remind them of the perfect Vodka Cruiser consumption occasion, the pre-drinks ritual. We needed to cement Vodka Cruiser in this occasion, making it the preferred accessory for your pre-party. As well as this task, we needed to drive traffic and encouraging entries into the Ultimate Backstage Rider competition.
Before any special event or night out our ladies get together with their closest girlfriends and kick things off with some beverages while they get ready for the main event. It’s the fun before the big night out begins.
Often the pre-party is more fun than the main event.
Vodka Cruiser needed to be a part of that Ultimate Rider – part of the backstage crew that helps you get ready for your night out. It had to be Vodka Cruiser in your ‘green room’ with you and your girlfriends. And Vodka Cruiser were giving women the chance to choose their own rider – and win it all. And that was going to make the pre-party something they would never forget!
Win the Ultimate Rider Promotion aligned seamlessly to the Hit Network environment, giving access to a young female audience more likely to listen to radio in the evenings. The HIT network evening music show, Shazam Top 20, was the perfect soundtrack to pre-drinks. An entertainment platform that drives the agenda for what’s hot in music, celebrity and all things tech & social, even allowing them to vote for the music by shazamming their favourite song. Their go-to music radio show to keep them up to date.
In line with this tech-savvy and smart-phone obsessed audience, we created Shazamable radio ad spots that made accessing the website & entering the competition even simpler.
The evening show provided the engagement platform at the key consumption time. The Ultimate Rider promotion was activated on air and in-show through Shazam enabled radio spots, and online through the show website and across the show’s social pages. We used the in-show content pieces to educate the audience further around the Ultimate Backstage Rider concept.
To ensure maximum reach, the show sponsorship was supported by commercials in the afternoon and evenings reminding the audience on the path to purchase, with heavy spot weights into and across the weekends. We also created a social and native solution wrapping relevant backstage rider content with the Vodka Cruiser promotion to deliver an engaged and relevant audience.
• Incredible 72% of the target audience recall the campaign
• Total Facebook post reach featuring Vodka Cruiser content of 1,010,924
• Total competition entries 8,700+
• 47% increase in unprompted awareness of Vodka Cruiser within the RTD category
• 45% increase in Vodka Cruiser purchase intention
• 35% increase in Vodka Cruiser occasion relevance for pre-drinks timing
"‘The results of the Vodka Cruiser 2016 activity exceeded expectations and helped with cementing our occasion and goal, to own the pre-drinks ritual. SCA worked to deliver on Cummins & Partners’ media strategy, looking for what was most relevant for the consumer in their product stable, ensuring we were meaningfully communicating with our target audience in a truly relevant environment’"
- Roshani Taylor, Media Director, Cummins & Partners
"In the creation and delivery of this campaign SCA and the HIT network helped us drive an uplift in awareness for Vodka Cruiser amongst young women. We were able to bring the pre-drinks ritual to the forefront and created depth and personality for the brand using social media, tech innovation and network talent. The promotion, and the partnership with SCA, helped us to achieve our sales goals. Notably key brand metrics also increased, with a 47% increase in un-prompted awareness, and a 45% increase in purchase intention. Overall the campaign exceeded our expectations.’"
- Angela Love, Asahi Premium Beverages, Category Manager Light Spirits