I+DRINK DM I+DRINK by Shackleton Spain

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Industry Restaurants, Pubs & Bars, Business equipment & services, Corporate Image
Media Direct marketing
Market Spain
Agency Shackleton Spain
Executive Creative Director Enric Nel-Lo
Creative Director Paco Badia, Pipo Virgos
Art Director Oscar Marchal, Santi Gantes
Copywriter Irene Vidal
Released April 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: I+DRINK
Product/Service: COCKTAIL BAR
Date of First Appearance: Apr 20 2010 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/idrinkcampaign
Executive Creative Director: Enric Nel-lo (Shackleton)
Creative Director: Pipo Virgos (Shackleton)
Creative Director: Paco Badia (Shackleton)
Art Director: Oscar Marchal (Shackleton)
Art Director: Santi Gantés (Shackleton)
Copywriter: Irene Vidal (Shackleton)
Animation: Eloi Borrell (Shackleton)
Creative Programmer: Eduardo Campuzano (Shackleton)
Backend Developer: Juan Carlos Moscardó (Shackleton)
Media placement: Website Linked To Twitter - Internet - 20/04/2010 And Ongoing

Describe the brief/objective of the direct campaign.
I+Drink is a new brand ready to experiment and innovate and offer the results in the form of cocktails - both new and classical, appetisingly well-mixed and served up; a new concept in cocktails which aims to instil a new culture of respectable social drinking in Spain and which wants to showcase its products and services (premises, catering service, training courses and tasting sessions) through a new website.

Explain why the creative execution was relevant to the product or service.
We sent emails to invite people to the website. We took advantage of the spontaneity of the social networks to develop new recipes in real time, filled with originality and innovation. These recipes were made from the 50 million daily tweets and we managed to obtain fresh, surprising, brief and good stories. Just like a good cocktail. The campaign allowed users to get involved in a continuous and active experience as surprising as its cocktails.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Friends gather around a drink. It’s a social lubricant where stories and anecdotes abound. The I+Drink website should not only embody the product´s sophistication. It should also convey a social experience – and this is why we considered the social networks as the perfect platform to articulate the concept. The challenge was to turn Twitter into a never-ending resourceby finding the thousands of I+Drinks ingredients in thousands of different tweets to make up the cocktails on its menu. The tweets were combined as the real recipes indicate and to the rhythm of music made by the sounds of those ingredients

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In just two weeks: More than 60,000 cocktails generated. More than 30,000 visits to the website. More than 100,000 tweets used.