Remy Cointreau DM REPLAY by Ogilvy & Mather New York

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Industry Rum
Media Direct marketing
Market United States
Agency Ogilvy & Mather New York
Associate Creative Director Will Conrad
Executive Creative Director Joel Tretin
Art Director Sheila Srinivasan
Copywriter Julie Blank
Released November 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Product/Service: ALCOHOL
Date of First Appearance: Nov 13 2010
Entrant Company: OGILVY & MATHER, New York, USA
Entry URL:
Executive Creative Director: Joel Tretin (Ogilvy)
Associate Creative Director / Art Director: Ernie Parada (Ogilvy)
Associate Creative Director: Will Conrad (Ogilvy)
Copywriter: Julie Blank (Ogilvy)
Art Director: Sheila Srinivasan (Ogilvy)
User Experience Director: Giovanni Fortezza (Ogilvy)
Executive Marketing Director: Thomas Randon (Ogilvy)
Senior Project Manager: Kelly Buchanan (Ogilvy)
Director / Project Manager: Dayoan Daumont (Ogilvy)
Associate Director / Interactive Technologies: Russ Alderson (Ogilvy)
Senior Flash Developer: Mario Gonzalez (Ogilvy)
Senior Flash Programmer: Guojian Wu (Ogilvy)
Media placement: App - Internet - November 13, 2010

Describe the brief/objective of the direct campaign.
In the summer of 2010, Mount Gay Rum was determined to take their long association with sailing one step further. Specifically, the brand was looking to create digital equivalent to the post-race cocktail hour—that sacred time when sailors grab a Mount Gay to talk, debate, argue and celebrate the sport they love. It was all about expanding the conversation of sailing and putting Mount Gay Rum in the middle of it.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Arguing about exactly what happened on the water is a favourite pastime of serious sailors. We developed the Mount Gay Replay app to help them tell their story more clearly. Now sailors can digitally recreate their race, inserting boats, paths, even starting and finish lines. An easy upload to Facebook lets the conversation continue on-line. Was it a legal move or a rules infraction? Now sailors everywhere can have their say.

Explain why the creative execution was relevant to the product or service.
Mount Gay’s association with sailing has always been about authenticity. By creating a tool that is a benefit to sailors and understands their very unique world helps further cement their leadership position in the sailing world. Prior to the Replay App, sailors were subjected to using pen and paper or cheap plastic models to describe what happened in a race. Now, Mount Gay has delivered a digital solution to an age-old problem. And sailors everywhere are raising their glass to say thanks.

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.
We used Facebook banners to spread the word. Although the sailing season of 2011 has yet to begin, Mount Gay Rum's Replay has already been quickly adopted by its intended audience — hardcore sailors. With more than 50 downloads a week without promotion or advertising. The app also was featured on sailing blogs and Stuart Elliott's New York Times blog and media e-newsletter.