CLIENT:
PROJECT:
TERRITORY:
MECHANIC
To reach out to 18-30 year old, strong, independent females. To drive a credible music association and increase interaction online. Switch females from drinking other spirits with mixers to drinking Tia Maria.
MARKETING
A voucher is distributed with every purchase of Tia Maria. Consumer wins either a meet & greet, exclusive gig ticket or Sugababes downloads.
Sugababes week on MTV sponsored by Tia Maria. Gig at Koko (club in London) for competition winners and VIPs, sponsored by Tia Maria. Back bar displays, flyers and bar staff lanyards all featured images of The Sugababes and details of the campaign. Using lyrics such as ‘Get a Round, Round Baby’ and ‘Are you A Freak Like Me’ each piece of POS was clearly identifiable as promoting the campaign.
RESULTS
Sales of Tia Maria increased by 6% during the campaign period. A significant database developed via the download promotion. Extensive PR.
