Martini /
Stay Beautiful
Martini wanted to change consumer’s perceptions of the brand amongst 25-35 year old women. So we took them to the places this iconic brand should be and made it fashionable again.
Martini briefed us with the challenge of bringing their ‘Stay Beautiful’ campaign to life in a BTL environment. The emphasis was to actively change perceptions of the brand amongst the female 25-35 years audience, to promote the low abv of the drinks and the new Rosato variant.
We recognised that the key to changing perceptions was to offer opportunities to trial in relevant environments. Our activity was designed to deliver trial across event, on trade and partnership platforms.
We created an experiential space which was taken to fashion and style destinations popular with the target audience. These included the Clothes Show in London, Westfield and designer fashion shows during London Fashion Week.
The space was a modern interpretation of the historical Martini Terrazza’s. The focal point was the bar, with the new Rosato variant glorified as a backdrop. The ‘Stay Beautiful’ concept was bought to life via complementary beauty treatments and mini manicures for consumers as they enjoyed their samples.
Within the on trade, Martini created a squadra of staff to visit over 200 outlets across the UK. The team sampled the new Rosato variant to consumers, whilst also incentivising further purchase with promotional activity. On trade collateral and kits were also created, utilising impactful reflective surfaces to maximise standout in a crowded environment.
The partnerships created in 2009 with Toni&Guy and Nails Inc. were chosen due to their relevance to the target audience, and also to maximise reach of samples across the UK within their high street salons.
In total over 60,000 samples were distributed across events, on trade and partnership activity. There was a 20% conversion from trial to purchase in the on trade and over 36,000 people were driven to a dedicated Facebook page (8,000 fan sign ups).