Martini DJ Bot: Keeping summer alive
Bacardi
Issue 43 | June 2017
Agency
Proximity London
Creative Team
Executive Creative Director: John Treacy Head of Design: Brian Eagle Copywriter: Lou Wright Art Director: Anthony McGinty Designer: Virgilio Peres
Production Team
Technical Lead: Jamie Whittle Digital Project Manager: Lawrence Goss
Other Credits
Account Director: Giselle Tooth Account Manager: Anna-Maria Teemant
Date
October 2016
Background
Martini is traditionally enjoyed during summer evenings between 5-7pm, aperitivo time. So the challenge was to keep Martini relevant to millennials when the clocks went back in the autumn, heralding the arrival of winter and signalling the end of summer. An emoji-fluent Bot asked followers to describe their summer using the universal language of emojis. Based on these the bot would create a personalized Spotify playlist featuring that summers biggest anthems, enabling followers to keep that summer, and aperitivo, feeling going all through the winter.
Idea
The challenge was to amplify Martini's reputation as a brand that doesn't play by the rules. So when the clocks went back in the autumn, heralding the arrival of winter, the summer was kept alive by launching an emoji fluent DJ Chat Bot in partnership with Spotify. By asking followers to sum up their summer using the universal language of emojis, the bot was then able to provide each user with a unique personalised Spotify playlist with the intention that they could #playwithtime, keeping that summer, and aperitivo, feeling going all through the winter. 23-28 year old Millennials in Europe are living in tough times, on average earning less than the previous generation, many are unemployed and still live with their parents and have rather poor prospects for the future. With so much macro-pressure in their lives, there is one thing that is a constant - their friends. When spending time with friends Millennials feel energized, confident, connected and optimistic about their future. Martini targeted this desire to celebrate experiences with friends, which is arguably at its peak in the summer, by asking millennials to sum up their summer in return for a personalized playlist. This playlist would then act as a reminder of all the adventures (and Martini) the summer provided; and in a nice easily shareable format perfect for the socially native.
Results
The DJ bot went live across the globe for three days. 2 Facebook posts. 3 nights. 5 languages. 6 countries. 1 million engagements for €35k. That's 40% more efficient with a 73% increase in audience engagement on the brand average. It was also named one of the Top 10 Customer Engagement Ads of 2016 by Campaign Magazine.