Coruba

Interaction – just the tonic for a high spirited campaign

The Results

  • 4.8 million hits on campaign specific website
  • Nearly 1,400 ‘hosts’ set up launch party ideas and invited others
  • Close to 9,000 ‘guests’ got involved
  • Second most visited website in food and beverage category for July
  • Second most visited website in food and beverage category for July
  • Silver award winner for Lead Generation in the NZ Direct and Interactive Marketing Awards
  • Coruba now has a database of brand enthusiasts agreeable to future communication

The challenge

‘Get sponsored by Coruba’ proved that an interactive approach to this category and audience was more powerful than a conventional one. It showed that consumers who became actively involved were more likely to tell friends and act on messages. The ‘Host the Coruba Gold $50,000 Launch Party’ extended these principles, providing consumers with the opportunity to engineer the launch event, constrained only by a $50,000 budget and a brief to stay true to the brand.

The difference between simple interest and participation came down to the campaign’s interactive marketing platform.


Objectives

The dark rum category had been in sad spirits, showing a gradual decline. And history showed the ineffectiveness of brand advertising to arrest the decline. The campaign aimed to resurrect brand health, spurring higher levels of consumer involvement and leaving a lasting brand impression. Specifically:

  • Create in-depth audience involvement with brand Coruba
  • Increase database by 30%
  • Increase Availables* from 18% to 22%
  • Decrease Rejecters* from 25% to 20%

*Lion Nathan uses TNS 4A’s brand analysis based on percentage breakdown of Brand Adorers, Adopters, Acceptors, Availables and Rejecters. Brand health improvements tend to start at bottom end of the scale (Availables/Rejecters) then move up (Adopters/Adorers) over time.

The solution

Shop and win!

A few years ago a Coruba Brand Cause was developed. Since then Coruba has been dedicated to ‘helping make great home parties happen’. The launch of new Coruba Gold was deemed an event worth celebrating and prefixed the new campaign. Coruba Gold Launch Party advertising and database emails directed people to the website, where they submitted an overview of their concepts and invited friends. ‘Guests’ rated friends’ concepts and added suggestions of their own.

Each party concept had its own microsite and self-perpetuating community. With minor agency intervention, wide-ranging interaction included email feedback, comments, ratings, acceptances/declines and constant updating of ideas. Establishing communities within communities was break-through in that it enabled different audiences to get deeply involved, growing the database exponentially.

After six weeks, judges culled the top 200 ideas down to ten. These were then placed on the site, where the entire database was invited to rate them and a winner was selected. At the campaign’s end, more than 20,000 people were voluntarily receiving direct messages about the event and Coruba Gold and happy to receive future contact.


How Touchpoint technology helped

Marketing database management: Coruba can manage their marketing database, view comprehensive reports and query, maintain and extract data securely.

Sales promotions: Coruba can execute and manage their promotions via various channels and track, change or enhance them as they run to improve results.

Mobile services: lets Coruba extend their messages into the mobile space and reach consumers anywhere.

Interactive messaging: gives Coruba the ability to create and deliver personalised communications across different channels.

Reporting: real time reporting provides a dashboard view of databases and promotion participation, and can be used to track consumer behaviour.



Brand
Coruba

Campaign
Host the Coruba Gold $50,000 Launch Party

Channels
  • Web
  • Email
  • Text
  • Peer-to-peer networking and self-perpetuating communities

Agency
WRC

Target audience
18-24 year olds – emerging drinkers; male skew