Rémy Martin was outspent by its top competitors in terms of adspend, and in the autumn of 2008 embarked on an innovative and inventive out-of-home campaign as part of its "Things are getting interesting" campaign to increase its share of voice in the liquor category.
The brand launched an interactive out-of-home campaign to generate buzz and drive potential Rémy consumers to retail locations. The OOH strategy included a three-tier approach beginning in September 2008 via 20 media channels in five US markets. The brand wanted to create a buzz about the brand, with references made to illegal drinking dens of the 1920s.
The first phase included traditional OOH formats to create impact and build reach via highly trafficked areas with wallscapes (large posters on sides of buildings), bulletins, branded trains and station dominations.
The second phase used formats to engage consumers and encourage purchasing via street level adhesive posters, graffiti murals, 3-Dstreet graphics and graffiti gates. Experiential media included night time projections and aninteractive 3-D window equipped with a virtual bouncer, making it look like an exclusive night-spot. Digital underground tunnel projections featured a 15 second spot providing passengers with a glimpse into the ‘Speakeasy scene’ as their train moved through the tunnel.
The final phase was designed to drive traffic to retail locations through street furniture within a five block radius of key liquor stores and bars.
Research conducted post campaign found that the out-of-home media had a direct influence on top of mind awareness. 50% of white and 62% of African American consumers recalled seeing the ads. 65% of all respondents recalled specific formats. 68% of all respondents agreed they were more likely to drink Remy Martin after seeing the advertising.
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