2005 BEVERAGES WINNER

CAMPAIGN - Ready Set Galliano

AGENCY - bellamyhayden

CLIENT - Maxxium Galliano Sambuca

SPONSORED BY
Australian Radio Network

OBJECTIVE

The marketing brief called for increase in consumption. Like many "change of pace" drink brands that are drunk only occasionally, Galliano's problem was clearly defined around time. It was invariably enjoyed in the wee hours at the end of a "big session" - phenomenal at 2am, but fundamentally it needed to travel out of this to find growth.

CAMPAIGN

bellamyhayden focused on younger partying men with whom the brand had the strongest equity and most late night usage, with the mission to demonstrate a relevance earlier in the night.

Historically, Galliano's communication consisted of press advertising portraying the iconic bottle, and the media team argued for a break with convention, a more dynamic component to work on the issue of time. Galliano had to become a gear changer in the earlier parts of Friday and Saturday night, when groups were coming together - it had to be the catalyst for the memories of the night: "Spontaneous great times with memories and mates.

Radio was chosen as the principal channel, and to capture spontaneity, the advertising was "active" person-to-person: people were invited to call in and say where they were going that night with mates.

Four pm to 5pm on Fridays became Galliano Sambuca hour on Nova, with Galliano the exclusive advertiser. Photography was the other party clincher, as teams descended on plenty of venues and people sent in pictures to the website to win a Galliano weekend away with their mates.

RESULTS

Sales increased by 9% in a declining category and Galliano's drinking profile broadened. There was also a 5.9% increase in consumer drinking in the past three months, suggesting frequency of drinking by the core audince was impacted.

JUDGE'S COMMENTS

"Executed on insights very well, leveraging a couple of media firsts."