Find out how Diageo raised awareness of their pre-mix drinks range with Sky Media.
Diageo is the world's leading premium drinks business, and seeks to maintain its market-leading position through product innovation. One example was the UK launch of its Pre-mix drinks range, matching some of Diageo's most popular spirits with their perfect mixers in convenient 25cl cans. A campaign was needed to increase awareness of the new range, and to emphasise that the drinks are already mixed and ready to enjoy - the perfect choice for an evening at home. Sky Media were set the challenge of coming up with an engaging online campaign to deliver these messages.
The campaign objectives were to increase awareness and purchase consideration of Diageo's Pre-mix range, promote Diageo pre-mix drinks as 'perfect for the evening' and position pre-mix to be enjoyed at home. The campaign needed to target ABC1 adults aged 25 - 45.
The campaign was designed to drive the target audience to a microsite, which in turn was built to help consumers make the most of an evening in. At the heart of the campaign was a bespoke microsite, named 'The Pre-mix Lounge'. The online destination enabled the target audience to view and explore the content during their working day, helping them to plan their evening ahead in front of the TV. The site consisted of an interactive carousel showcasing the Pre-mix range; a TV highlights planner and a movies and TV quiz, offering the chance to win great Premix prizes.
The campaign generated over 60,000 visits to 'The Pre-mix Lounge' and 15,000 plays of the competition, yet the more significant impact of the campaign was apparent from in-depth research commissioned by Sky Media. We looked into the effect of the campaign on the overall awareness of the Pre-mix drinks range, and to measure any changes in perception towards the key brands. The online research used a sample of 2,388 and looked at the contrasting views of those exposed and not exposed to the campaign.
Overall the campaign delivered a +50% increase in association with the strapline 'Perfect for the Evening', for those exposed to the campaign. With a stronger awareness of the product offering, 1 in 5 respondents exposed to the campaign now say they will purchase a Diageo Pre-mix drink (+71% higher than unexposed) and exposed respondents were +60% more likely to have bought a Diageo Pre-mix drink during the campaign. Audiences who visited the microsite were 3 times more likely than those who had seen the display only to have bought a Pre-mix drink in the previous month.