D&AD Newblood Brief: Martini is currently seen as an older person’s brand. Create a campaign which makes Martini Time appeal to a younger demographic, focusing on the importance of quality time with friends. You should celebrate the tradition of Aperitivo and use the line ‘Let’s Make Time’ to promote the Martini Fiero drink.
Research: Young adults want to spend time with their friends, but matching up their busy schedules makes this difficult. They often need a reason to make time to get together.
Concept: While promoting Aperitivo as a time to spend with friends, also provide a place to do this. Encourage a deeper appreciation for friendship and the Martini brand in this space.
The focal point of the campaign is the Fiero Friday Surprise Experience - a chance to win a private Martini bar for the evening to spend time with friends. However, to make our presence known, Martini will start this campaign with a highly visible entry into the market. Starting in Italy and progressing across cities in Europe we will transform non-religious clock towers to look like Fiero bottles to kick off our messaging about Martini Time.
Martini Time bars will then appear around these cities. These simple outdoor bars are fully stocked with Martini products and appetisers, ready to host people during Aperitivo. Their mobile nature means they can travel around the country bringing Martini Time to many cities, and of course appear wherever is needed for the Fiero Friday Surprise Experience.
The bars will be open for use while they are in each city, but The Fiero Friday Surprise Experience allows people to have the bar to themselves for an evening. People can enter the competition to win this experience by sharing who they think needs a fun evening spent with friends, and why they deserve to win.
We'll use social media to have a two-way conversation about Martini Time and the importance of quality time with friends.
By having people use #LetsMakeTime in the competition entry posts, it helps to spread our message further. As well as this, winning the Fiero Friday competition puts Martini at the heart of a great experience and, in time, a fond memory for the winners.
This competition will run throughout Europe with multiple chances to win, generating lots of social media content and lasting interest in the contest.
Since not everyone will get the chance to visit the Martini Bar, the promotion of Fiero and Martini Time will continue in OOH adverts across Europe.
We'll make use of billboards which are positioned high up to be seen from a distance, adding the Martini colours and message to the skyline. The billboards are designed so that during the evening the sun casts a shadow on the billboard which reveals an image of friends celebrating with Fiero.
This can also be replicated digitally on electronic posters throughout more dense urban spaces.
The timing of the shadow art appearing demonstrates that this is the start of Aperitivo – a time which should be spent with friends.
