Mainstay - Island 54 Vodka Digital Launch
In 2014, Mainstay, an iconic South African rum brand would launch the first ever 'Island Vodka', an exciting innovation designed to reinvigorate the brand. An engaging digital experience was needed.
We took our inspiration from the product's name and developed a competition called 'The perfect 54'. The idea was to engage users around the brand essence of escapism and let people create their own prize to the value of R100 000. As part of the campaign, we conceptualised, wrote, designed and developed the campaign the website, paid media banners, eCRM communication and social media content.
Cryptic cover images created anticipation and excitement amongst our existing fan base.
Interested users were directed to sign up on a custom splash page.
On landing, an instructional video showed users how to create and share their own 'Perfect 54' prize and enter the competition.
Paid media and tactical takeovers of some of SA's most popular websites encourage entries and spread awareness of the new product.
