Bacardi recently launched its ‘Bacardi Untameable Since 1862’ campaign in India, one of only three countries where the new campaign will be run (the other two being the US and Mexico). Bacardí will be utilising TV, print and OOH for the new campaign, with digital forming one of the important aspects.
Speaking to exchange4media, Manish Seth, Director (Sales & Marketing), Bacardi India said, “We have been on the digital front with our previous properties such as Bacardi NH7 Weekender and The Dewarists (a Dewar’s initiative) as well. However, this was the first time we used digital as a large scale impact medium in line with the evolving consumer media habits. This digital roadblock, which was first of its kind, resulted in more than 50 million impressions in one day.”
Working with 22 Feet Digital Solutions, the spirit major created a ‘digital roadblock’ across the country’s top 10 internet websites (drawing almost 25 per cent of the Indian internet traffic). The campaign was spread across portals such as Timesofindia.com, Economic Times.com, ZigWheels.com, Gaana.com, IndiaTimes.com, Facebook, and YouTube, among many others. The ‘takeover’ consisted of rich media banners talking about the brand’s “irrepressible spirit” through headlines such as “Exiled, Outlawed, Imprisoned and Always Free”. This was followed by a 30-day digital engagement and sustenance campaign across top 10 video sites and social platforms.
On the social media front, Bacardi has focussed its activity on Facebook, Twitter and YouTube, with the campaign receiving 21,000+ likes, 1,200+ shares and 500+ comments on the day of launch. “The activity over-delivered by over 20 per cent, with a 100 per cent SOV on targeted sites,” Seth shared. He further said that the intensive digital campaigning resulted in 60 million impressions in a single day.
“Our aim is to create effective and engaging content for our audiences. The target of ‘Bacardi Untameable Since 1862’ campaign is to touch the hearts of our consumers with a very personal message from the Bacardi family. This campaign goes into the history and heritage of the brand, showcasing the challenges that the family faced right from the inception of brand Bacardi in Cuba. We are also pushing our digital strategy towards inspiring millennials or Generation Y as they’re known, to take inspiration and rise over challenges the way the Bacardi family overcame tumultuous odds,” said Seth when asked about the campaign’s objectives.
Another medium that also formed an integral part of the company’s digital strategy was the mobile. The digital roadblock also consisted of roadblocks on mobile TV applications – Zenga TV and Ditto TV. This resulted in a 100 per cent share of voice across the leading mobile video platforms. The mobile campaign was also spread across mobile applications like Gaana app, Times of India app, Economic Times app, YouTube mobile, etc. “A large part of our social media content is consumed on mobile. We are consistently looking for great innovations across applications on iOS, Android, Windows, etc.,” said Seth.
Though the original campaign is expected to run till February end, Bacardi plans to continue using the digital and social platforms to take new ‘Untameable’ brand identity to new audiences. At the same time, the company will use social media to provide followers with greater details of its history and products as well as to spread the ‘Untameable’ message to the country’s youth.
“Bacardi Untameable Since 1862”, is the next chapter of marketing for Bacardi and this will continue for the next few years. This period ahead, we believe, will be all about showcasing the ‘Irrepressible Spirit’ within all of us and of course giving ample insights into our consumers about what really makes Bacardi untameable. This will be done across all media and experiential platforms,” informed Seth.