Amplify was brought on board as the lead BTL agency to drive trial and sale rates amongst social 18 to 24-year-olds. We spent time getting under the audience’s skin, even going pre-gaming with target consumers to understand their purchase decisions and motivators.
Our research showed the target audience did not know HOW, WHY or WHEN to drink Southern Comfort, but they loved the taste when they actually tried it. We identified a need to create a clear hero bar call, as well as finding interactive ways to bring to life the brand’s unique and irreverent tone, something that resonated so well with the audience.
We developed a summer comms strategy centred around one hero serve, Southern Comfort, lemonade and fresh lime, along with standout branded glassware to create cut-through at the bar and land the brand’s premium feel. That tackled the HOW. Next up, the WHY and WHEN.
Amplify’s research showed the target audience like to socialise in their ‘tribes’ and that their drink choices were often influenced and determined by the group. We also identified the warm-up mind-set as a complimentary occasion to enjoy the hero serve.
Armed with these insights, we created the ‘Tan Your Lemonade’ brand experience, inviting millennials to try and buy Southern Comfort, lemonade & lime while enjoying memorable experiences with friends, courtesy of Southern Comfort, throughout the summer.
In keeping with the brand’s irreverent tone, we created a crazy golf inspired festival experience, ‘The 19th Hole’. Each hole brought to life a different aspect of the serve. Consumers were invited to buy a drink at the bar where they were given a token to play a round of golf in their group and enjoy a warm-up playlist curated by our DJ. ‘Sun’s Out, Fun’s Out’ golf visors were gifted to each player to create festival buzz. Visors also doubled as free gifts with on-trade purchases.
‘The 19th Hole’ created much awareness and excitement at both Boardmasters and Bestival, where 95,000 festival-goers had the opportunity to see the experience and play a round; 21,000 millennials sampled the hero serve and 14,000 went on to buy a Southern Comfort, lemonade & lime at the bar. And with half-a-million social impressions, the highly shareable quirky experience, and free visors, helped generate significant online buzz.
‘The 19th Hole’ was a fun, smart and authentic way to bring millennials together in their tribes, whilst reinforcing the Southern Comfort drinking occasion. HOW, WHY and WHEN all ticked.
Agency: Amplify, London