Baileys Christmas campaign gets social for year-long impact

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For Christmas 2013, Baileys took a different approach, ditching festive imagery for a message about friends that resonated all year round. This case study looks at how the Diageo brand used traditional media as well as banners, pre-rolls, and social media. The campaign, under the slogan ‘Baileys, let’s do this again’, was composed of five TV executions, six print and outdoor executions, and various digital executions (banners, pre-rolls, RM, social media).

Brand: Baileys | Sector: FMCG, Food and Beverages, Alcohol | Country: UK | Partner/agency: We Are Social | Objective: brand awareness, consideration and purchase | Format: TV, Video, YouTube

In the TV we see Baileys ‘saving the day’ when a birthday cake accidentally collapses and the group decide to pour the drink over pieces of broken cake.

In ‘Ice Bells’ the group discover a new trick in order to get served Baileys at a busy restaurant, while in ‘Icicles’ they all go on a hunt outside their ski chalet because they have run out of ice.

The TV and print ads were scaled down for digital channels to make them shareable, with a new YouTube channel launched in order to host the content.

The digital work featured two additional short films, which use the same mechanics as the print and TV executions.

The look and feel of all the materials is new for Baileys in that it’s light, less formal and orientated around sociability.

In each scenario Baileys is at the centre of a great moment between friends, and when something – an object, a sound – reminds one of the friends about that moment, she decides to contact the rest of the group to schedule the next get together, punctuated by the line ‘Baileys. Let’s do this again.’

Online, consumers will be able to interact with the campaign in a way that encourages them to have their own special Baileys moments with friends.

A global consumer promotion on Facebook will give groups of friends the opportunity to win the ultimate Baileys moment in New York City, at a VIP event co-hosted by Helena Christensen and the Baileys brand, by sharing images of their own Baileys moments.

Chemistry, the integrated communications agency for the campaign, is also re-launching The aim is to showcase the new campaign and connect closely with the social media activity that facilitates getting together with Baileys and friends.

Ongoing conversations, mini-competitions and new Facebook applications will be released over the coming months alongside a new YouTube channel.

“The key message the campaign conveys is that Baileys is a drink loved by its consumers around the world, it’s simply a delicious drink which can be savoured with friends, at any time all year round,” said Philip Almond, Global Brand Director of Baileys

Created by global agency of record, BBH, the campaign aims to remind consumers of the joy of those simple, spontaneous moments spent in the company of friends. The new campaign is right in these spontaneous moments – relaxed and natural.

The call to action ‘Let’s do this again’, runs throughout all global communications: TV, print, digital, RM, PR and experiential.

In-bar activation will also take place, which will give groups of friends a heightened appreciation of Baileys while they socialise together.

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