Grant’s Whisky wanted to draw an audience of young, aspirational men to its brand, looking to reposition itself as a cool and accessible alcohol. It also had a rebranding movement to #IOU, #StandTogether on “It’s the Ship”. It’s the Ship was a five-day, four-night event on Royal Caribbean’s Voyager of the Seas, featuring international dance acts.
It wanted to create a social currency worth exchanging in the consumer’s mind in the form of epic experiences, bragging rights and inclusion to the “in-crowd”.
The target audience was males aged 21 to 30. These men would want a life in the fast lane, crave instant gratification, follow trends, want to be perceived as rich, popular, risk-takers, be sociable and have a tight-knit group of friends they party with and to flaunt their lifestyle on social media.
With the help of its agency GoodStuph, the direct mail invite to the target audience had “golden tickets” to the party; an initiation guide to the party called a “Broble” (this would list 10 epic deeds available on board worthy of any self-respecting bro); a magic eight ball and Grant’s Dollars – which partygoers could place their bids to win a private party with DJ Sasha Grey.
As a result, the brand received a 90% response rate to invites sent out, with more than 200 creative opinion leaders attending the five-day four-night event.
The writer is Marcus Low, regional marketing manager, William Grant & Sons.
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