The Power of Microsites.
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.
Increase awareness and purchase consideration of Diageo's Pre-mix range. Promote Diageo Pre-mix drinks as 'perfect for the evening'. Position pre-mix to be enjoyed at home. Target ABC1 adults aged 25 - 45.
Sky Media's proposal stemmed from the truism that TV is often the cornerstone of a great night in. 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. Diageo and Carat loved Sky Media's outline proposals - which offered the reach and audience targeting they were looking for - and so client, agency and sales house worked together to bring the campaign to life.
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 period.Combined exposure to the microsite and display elements worked to increase favourability across the board.
"We are very pleased with the results that the Sky campaign delivered for Pre-mix. The campaign exceeded our objectives with exciting possibilities of using similar activities in other European markets." Alice Ponti, Innovation Manager, Pre-mix, Diageo.