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John Doe

Core disciplines: Branded content, Digital, Public relations (PR)

 

THE BRIEF

Havana Club Rum came to John Doe with a clear brief: to build the inaugural #CasaHavana space as a two-week brand home bringing the essence of Cuba’s capital to London’s Soho with the purpose to drive brand awareness for the key ABC1 audience and generate traditional PR and social media coverage.

 

THE RESPONSE

 

We saw this an opportunity to build an emotional connection between the brand and media / consumers heroing Havana Club Rum’s intrinsic Cuban credentials via a Havana / London culture exchange. We engaged relevant London / Cuban collaborators and programmed a schedule for trade, media and consumer events based around what we saw as Cuba’s three cultural pillars:

Art & Design: Ben Eine, Street Artist

Food & Drink: Dom Cools-Lartigue, Street Feast Founder

Music & Performance: Dayme Arocena, Cuban based singer / songwriter

Before launch Ben Eine and Dom Cools-Lartigue experienced Havana with a research trip aimed to inspire, showcasing the authentic art scenes and ‘Paladar’ form of restaurants – all documented with Instagram influencer Ope O in tow.

This trip bought ‘Casa Havana’ to life featuring:

An original piece of artwork created by Ben which was auctioned off for the charity, Shelter

Havana / London collaboration between Ben and Cuban artists for the brand home’s signage

Taster-menu created by Dom and produced by influential chef Marcus Bean, ticketed for consumer evenings

An evening of music from Dayme Arocena, flown over especially for a one-off performance

All within a brand home which featured classic and modern Havana cocktails, vintage Cuban film posters and a VR experience which transported the consumer to Cuba and gave them a Cuba Libre for their troubles.

 

THE RESULTS

For ‘Casa Havana’ John Doe achieved 25% over the traditional press KPI set by Havana Club Rum scoring coverage in national, lifestyle and ‘pillar specific’ press including Hypebeast, The Independent, Metro, The Evening Standard, Shortlist  and Suitcase.

Tickets for the ‘Paladar’ experience sold out within 24 hours via a partnership with Shortlist

Over the course of the two weeks we saw 206 guests from 57 different traditional media titles come through the door, and 47 social influencers sharing content across their channels with combined potential reach of 5.1m across channels

 

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