Ciroc - the brand enjoys a great praise and fame in the West, however in Poland it still needs to earn recognition and admiration of consumers. Ciroc decided to build its uniqueness in the perception of Poles using its perfect exotic flavors and unique, luxurious recipe.
challenge
The task, however, is extremely difficult in a country renowned for its production of vodka. Moreover - legal restrictions in advertising of alcohol in Poland – do not help. Vodka can only be communicated at the point of sale - in stores and in restaurants. Sales messages are targeted at consumers in the store, and brand image, its nature and legend are presented in clubs and restaurants during the events and dedicated themed parties.
There’s a challenge (1) to find a unique space in time and place and (2) to differentiate to overcome communication of competition brands: Belvedere and Grey Goose.
There’s a challenge (1) to find a unique space in time and place and (2) to differentiate to overcome communication of competition brands: Belvedere and Grey Goose.
Solutions
Events in clubs are overwhelmed by many different brands, so we decided to concentrate on organizing the best “before parties”. Tasty, original and in unique places. Where we can get directly to selected consumers with our flavours and messages. Our “before parties” where getting our guests tuned to a good afterparty in a music club – later on – also dedicated to Ciroc.
Places have been perfectly matched to the nature of the brand. They were usually in inaccessible, aspirational or legendary spaces, such as: the presidential suite of Intercontinental or summer garden of a luxury boutique. In the case of clubs - cult and frequented by potential Ciroc customers.
By selecting such locations we have reached a relevant consumer, that on one hand could afford partying with Ciroc and on the other – would appreciate its extraordinary exotic flavors. Additionally, we have engaged ambassadors - known people that set trends in their environments, which invited also their guests to the party and promote the brand in their social media channels.
The uniqueness of our “before parties” was underlined by the fact that these were “invitation only” events, and its locations were communicated very short before the party. They were accompanied by a dedicated social media communication: video invitations, direct communication on FB, and broader communication of afterparties on Instagram, FB and Snapchat – from the brand, the club and our ambassadors.
The parties where also dedicated to best flavours of Ciroc: Coconut and Pineapple.
Places have been perfectly matched to the nature of the brand. They were usually in inaccessible, aspirational or legendary spaces, such as: the presidential suite of Intercontinental or summer garden of a luxury boutique. In the case of clubs - cult and frequented by potential Ciroc customers.
By selecting such locations we have reached a relevant consumer, that on one hand could afford partying with Ciroc and on the other – would appreciate its extraordinary exotic flavors. Additionally, we have engaged ambassadors - known people that set trends in their environments, which invited also their guests to the party and promote the brand in their social media channels.
The uniqueness of our “before parties” was underlined by the fact that these were “invitation only” events, and its locations were communicated very short before the party. They were accompanied by a dedicated social media communication: video invitations, direct communication on FB, and broader communication of afterparties on Instagram, FB and Snapchat – from the brand, the club and our ambassadors.
The parties where also dedicated to best flavours of Ciroc: Coconut and Pineapple.
results
Dedicated “before parties” and brand celebration at events in clubs – enabled us to create great emotions around the brand and its communication flavors, our guest tasted Ciroc, enjoyed the party at a party with many jungle and fruit elements, and had great time together. Moreover – around one before & after party – we could reach over 500 thousand consumers, and interact with them during the campaign.
Communication tools used in the campaign:
Social media of the clubs (FB, Instagram)
„Invitation only” and open events on FB
Video invitations
Social ads
Ambassadors and their social media channels (FB, Instagram, Snapchat).
The agency was responsible for:
Concept and its creative execution
Organizing “before parties”
Organizing “after parties” with a club
Communication
Communication tools used in the campaign:
Social media of the clubs (FB, Instagram)
„Invitation only” and open events on FB
Video invitations
Social ads
Ambassadors and their social media channels (FB, Instagram, Snapchat).
The agency was responsible for:
Concept and its creative execution
Organizing “before parties”
Organizing “after parties” with a club
Communication
1st event:
