Fed Up With A Disappointing Valentine's Day?
Diageo
Issue 7 | July 2008
Agency
Chemistry Communications Group
Creative Team
Mike Cavers – Executive Creative Director;David Carr - Head of Interactive;James Kettle - Copywriter
Production Team
Nicholas Joannou - Producer; Simon Hogg - Key Account Manager
Other Credits
Robin Jaffray - Planner;Hattie Whiting - Group Account Director;Claire Kemp - Account Director;Lindsey Thomas - Senior Account Manager
Date
February 2008
Background
Most consumers think of Baileys as a drink to consume over the Christmas period. The agency’s challenge was to bring Baileys to consumers’ minds more regularly throughout the year and demonstrate that Baileys is the perfect drink to share with your loved one on Valentine’s Day.
Idea
The Baileys Lounge members are predominantly women aged 25 to 40, who love spending time with family and friends. Valentine’s Day is an occasion they like to celebrate – preferably by being spoilt by their partner or a close friend. To help this happen, Chemistry built an interactive site that enabled members to give their special someone a nudge in the right direction for Valentine’s Day. The site revolved around a group of four Baileys ‘coaches’ – people with different personalities and specialist areas who could help the consumers identify and share tips about what would make their day great.
Having picked a coach, consumers answered a series of questions designed to identify a few ideas which would improve their Valentine’s Day experience. Once the coach’s recommendations were made, consumers could choose to send these on to either their partner or a friend. An unsubtle hint, if you will, to make sure that someone treated them.
Results
23% of consumers opened the email with 21% clicking through to the microsite. Of those who clicked through, the average time spent on the site was a phenomenal 29 minutes – a massive achievement for a branded engagement tool.
Target Audience
Members of The Baileys Lounge (the Baileys relationship marketing programme); 25 to 40-year-old women who drink Baileys at least once a month.
Size
149,770 recipients
Our Thoughts
The idea of the Baileys Lounge is inspired, a place where women can go online for a bit of light entertainment and where the brand can extend its values of pleasant girly fun. It’s one of those ideas that could have turned Baileys into a media owner, had they had the bottle to go all the way to creating a portal rather than just a site. Still, this Valentine’s Day campaign is a terrific example of what I called ‘left-of-line’ thinking in the intro, direct techniques used to leverage a brand response.