| Title | MALIBU OASIS |
| Brand | PERNOD RICARD |
| Product/Service | SPIRITS |
| Category |
A06. Use of Ambient Media: Large Scale |
|
Media Agency
|
OPTIMEDIA Madrid, SPAIN
|
|
Entrant Company
|
OPTIMEDIA Madrid, SPAIN
|
|
Media Agency 2
|
OPTIMEDIA Madrid, SPAIN
|
Credits
| Carlos Casado |
Newcast Optimedia |
Director General Newcast |
| Antonio Bermúdez de Castro |
Newcast Optimedia |
Director de Servicios al Cliente |
| Javier Roldán |
Newcast Optimedia |
Director Creativo |
| Kiko Fuentes |
Newcast Optimedia |
Director de Contenidos |
Brief Explanation
Malibu is a summer brand, and the majority of its salestake place in the hot season. The only way for the brand to grow is by making summer last longer!
We wanted to prove Malibu could bring heat and sunshine even to the coldest of places. We chose the chilliest spot of the Iberian Peninsula: the Formigal ski resort in the Pyrenees!
Results and Effectiveness
We created summer in the middle of the snow!
The Malibu Oasis stayed open for the whole ski season and received 75.000 visitors, who produced 60.000 interactions in Social Media with 5 Million reach!
Creative Execution
Our ambient marketing team created a real Malibu Oasis in the snow, featuring all the classic Malibu imaginary: deck chairs, palm trees... and heat. Special POS material across the resort sent skiers to our venue.
Our Oasis featured a heating system connected to Twitter, and when our visitors used the #OasisMalibu hashtag or shared their pics in Facebook, and whenever Malibu was served in the bar, the heat was automatically increased.
We had a Malibu photocall and the pictures taken were automatically uploaded to our social media, and showed in the screens placed in the Oasis.
Insights, Strategy and the Idea
Malibu is targeted to young audiences, mainly female. It is linked with fun and relax, so we decided thet a ski resort was the right place for the experiment: lots of young people in holidays.