Title | THE BAR |
Brand | DIAGEO |
Product/Service | VOICE ASSISTANT |
Category |
D01. Touchpoint Technology & Tech-led Brand Experience |
Entrant
|
KRAFTWERK LINKED BY ISOBAR Amsterdam, THE NETHERLANDS
|
Idea Creation
|
KRAFTWERK LINKED BY ISOBAR Amsterdam, THE NETHERLANDS
|
Production
|
CHUCK STUDIOS Amsterdam, THE NETHERLANDS
|
Credits
Daniel Sytsma |
Achtung!mcgarrybowen |
Creative director |
Scott Kooken |
Achtung!mcgarrybowen |
Art director |
Christian Mezöfi, |
Achtung!mcgarrybowen |
Design Director |
Pascal van der Haar |
Achtung!mcgarrybowen |
Designer |
Jack McAuliffe |
Achtung!mcgarrybowen |
Designer |
Erik de Koning |
Erik de Koning |
Photographer, Director |
The Compound |
The Compound |
Image Manipulator, Post Production, animation |
Opearlo |
Opearlo |
Developer |
Chuck Studio’s |
Chuck Studio’s |
Production Company |
Nikki Haighton |
Achtung!mcgarrybowen |
Producer |
Joeri Bakker |
Achtung!mcgarrybowen |
Representative |
Stainless Sound |
Stainless Sound |
Sound Studio |
Nick Smith |
Nick Smith |
Music |
Periklies Antoniou |
Diageo |
Project Lead |
Why is this work relevant for Brand Experience & Activation ?
With The Bar on Alexa, Diageo has created a brand experience that brings together brand, utility and entertainment using the latest assistive voice technology on the kitchen counter of cocktail lovers.
It demonstrates how a wide brand portfolio can be presented in a personalized, fun and relevant way. The Bar, as a platform, facilitates brand engagements and brand preference, and builds cocktail confidence over time, time and time again.
Background
84% of people go for a wine or beer when drinking at home. The main barrier that holds them back from serving a cocktail is the lack of knowledge and skills.
A second barrier to overcome is a very practical one. Once you decided to mix yourself a cocktail, the tools and ingredients to make them with are not always within hands reach.
Diageo wants to drive the consumption of spirits in the home environment and increase the awareness of their brands. In addition they want a richer consumer database on consumer behaviour, preference and choice and increase the conversion to digital commerce.
Describe the creative idea
*The Bar* is an Alexa skill designed as a personal bartender to help a new generation of cocktail lovers to work on their cocktail confidence. It can help you find cocktails, teach you how to make them and lets you order ingredients, tools and cocktail kits using Amazon Prime.
From now on just say ‘Alexa, open the bar’ to start mixing.
Your home is now a bar. And it’s open.
Describe the strategy
Target group: People over the age of 21 that drink spirits-based-drinks.
Step 1: Inspire
In collaboration with award-winning mixologist Rob Poulter we created a database of cocktail recipes. Like a real bartender, it takes you through a set of questions to advice the perfect cocktail for you. It also tells you fun facts and jokes to keep you entertained.
Step 2: Teach
The skill not only shows the recipe, but it guides you through step by step. With gamification we keep track of progress and give aspiring mixologists a sense of achievement.
Step 3: Empower
The tools and ingredients to make them with are not always within hands reach.‘The Bar’ connects voice technology with direct commerce. Ask Alexa to order your favourite cocktail and your cocktail toolkit will be express delivered to you using Amazon Prime.
Describe the execution
We collaborated with award-winning mixologist Rob Poulter to create a database of cocktail recipes with custom content. Like a real bartender, the skill takes you through a set of questions to advice the perfect cocktail for you. Last but not least it tells you fun facts, or a joke, to really be your best party host.
The Bar is using gamification to keep track of progress and give aspiring mixologists a sense of achievement. Based on progress, we suggest increasingly advanced cocktails and introduce new techniques over time.
By using the power of voice technology we make sure cocktail lovers have their hands free while being in the process of becoming a mixologist.
From now on just say ‘Alexa, open the bar’ to start mixing.
Your home is now a bar. And it’s open.
List the results
First launch, just before Christmas 2017, in the UK showed the following results:
Journey completion is 10% higher than the benchmark.
37.7% of all visitors added an ingredient or cocktail kit to their shopping list.
96% liked the show skill, they returned after their first visit.
The skill is currently being developed further with focus on the following subjects:
Expand to markets beyond the UK.
Expand to other platforms (Google Home and possibly chat based interfaces).
Expand content and functionality.
Expand cocktail kits and commerce functionality.
Expand gamification and learning mechanism.