Grand Visual have produced a multi-network digital outdoor campaign for Bacardi Superior Rum spanning several different networks and locations. The campaign promotes Barcardi Superior Rum as a versatile drink ‘Made to Mix’.
This digital push is the largest campaign of its kind to run in the UK and represents a significant investment in the medium by a leading drinks brand. The campaign is set to roll out on 18 June and will air on CBS Outdoor DEP; LCD networks, JCDecaux and Clear Channel bus shelters, Forrest Media and Ocean Outdoor city screens and in-bar networks Brightspace and Magnetic.
Working with RKCR/Y&R, Grand Visual successfully delivered 150 individual pieces of copy to the networks. The executions were built using elements from the ‘Made to Mix’ TV and outdoor poster campaigns and complements the nationwide TV, print, online and static outdoor activity.
The roadside element of the campaign shows a splash of Bacardi fusing with a new flavour mid air and gradually changing colour as the suspended liquid spins and takes on each new flavour. As the marriage of flavours concludes the newly mixed drink re-enters the bottle finishing with a pack shot. These executions run across screens in portrait and landscape format at key city centre locations, and also on bus shelter screens across the UK.
For London Underground’s digital escalator panels, Grand Visual developed a 10 second, five panel execution featuring the fusion of flavours splashing across several screens and cascading towards the commuters travelling on the escalator. For in-bar network Magnetic the creative includes a blue tooth element allowing consumers to interact with the brand in a relaxed environment where dwell times are longer.
The result is a highly tailored campaign taking into account the variations between networks which include location, dwell times, and the mind frame of consumers as well as the technical differences in format, aspect ratio and screen resolution.