J&b DM J&B MY PARTY BALL by Rabarba

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Industry Whiskey
Media Direct marketing
Market Turkey
Agency Rabarba
Creative Director Oguz Savasan
Art Director Arin Kahyaoglu, Cihan Kiliccioglu, Alp Kiziltan, Kaan Kaner, Evrim Aytemur
Released November 2009

Credits & Description

Category: Traffic & Brand Building
Advertiser: DIAGEO
Product/Service: J&B WHISKEY
Date of First Appearance: Nov 20 2009 12:00AM
Entrant Company: RABARBA, Istanbul, TURKEY
Entry URL: http://www.unbrandedlandingpage.com/cannes/jb
Creative Director: Oguz Savasan (Rabarba)
Art Director: Arin Kahyaoglu (Rabarba)
Multimedia Developer: Timur Barlas (Rabarba)
Art Director: Kaan Kaner (Rabarba)
Art Director: Alp Kiziltan (Rabarba)
Art Director: Cihan Kiliccioglu (Rabarba)
Art Director: Evrim Aytemur (Rabarba)
Project Manager: Elif Mertoglu (Rabarba)
Media placement: Internet - Facebook Application, Web Banners, Facebook Banners - 20.11.2009

Describe the brief/objective of the direct campaign.
As 'the Ultimate Party Whisky', J&B has long been famous for organizing spontaneous and unusual parties worldwide. Likewise, it decided to make an underwater party at the biggest aquarium for the New Year 2010 in Istanbul. We were briefed to announce this party in an unconventional way. Our strategy was to create a community of J&B advocates and let them talk about the party in their social network to create word of mouth. We also aimed to direct people to the J&B website and let them sign up to the database.

Explain why the creative execution was relevant to the product or service.
We wanted to announce the party in an unconventional way. For this we needed the most influential people in social networks and turn them into J&B advocates to create word of mouth. We deliberately used Facebook as the main medium. The application worked as a popularity contest where thousands of people competed, but only the 200 most popular won the party tickets. J&B disco ball stayed at the heart of the application and the publicity created on social media. When people downloaded the application, they also signed up to the J&B database. The J&B database grew by 47%

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea was to reach the 200 most influential people on social media, who would create branded talk among the target audience. We chose Facebook as the core medium. We created an application around J&B’s disco ball, where people competed against each other, in terms of their popularity. The goal was to make the most colorful disco-ball. As your friends accepted your invitation, their profile pictures started to appear on the small mirrors of your disco ball. More friends made your ball get more colorful and make you one of the 200 most influential people to join the J&B party.

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.
'J&B My Party Ball' application became popular among a selective audience in a short time. It was downloaded by more than 8.000 people on Facebook. Over 20.000 profile pictures were added on J&B disco balls. In 6 weeks, the number of people in the J&B database increased by 47% Most importantly, the people engaged in the party were a selected group from the most influential people in social networks who became J&B advocates.