Α global digital campaign inviting people to embark on a journey of discovery into the five senses and the new METAXA 12 Stars. A chance to win the experience of a lifetime, joining the legendary explorer Mike Horn for 5 days in his adventures, at an unknown destination.
This premium, thrilling campaign has been developed to create a distinctive image for the METAXA 12 Stars: an iconic, bold spirit that is being incarnated once again through a redesigned, contemporary packaging, with a distinctive, premium-style new bottle.
Our strategic challenge was to establish the METAXA 12 Stars as the brand’s flagship label, while at the same time differentiating its character against other premium amber spirits. Thrill, emotion and elements of lifestyle would have to become part of the blend to help convey the message.
METAXA 12 Stars is not a drink. It’s senses. You don’t just drink it. You look at it. Listen to it. Sense it.
It’s a lifestyle, an ongoing journey to feel, to discover and enjoy the uniqueness of everything that’s going on around us. Just like a true explorer does.
With that in mind, we decided to create an immersive, surprising experience to disrupt people’s daily routine and catch their attention by presenting them with micro moments of clarity. Then, invite them to adopt a different way of thinking and being, doing what they’ve always wanted to do: explore, with METAXA 12 Stars as their ally and enabler.
Our approach was focused on extending the connection of METAXA 12 Stars and the human senses, creating wider connotations. We decided to build exploration as a way of living, thinking and being.
To live the METAXA 12 experience to the fullest, the simple, pure design of this new bottle and gift box is the first and most important step into the METAXA sensorial path. The exploration of the product begins through a video unveiling the bottle and moves deeper into the sensorial path, through images showcasing the product and the unique character of the spirit.
Staying focused on the campaign’s main insight, we decided to opt for disruptive, tailor-made ads for every online media that was included in the campaign (Facebook, Instagram, Youtube, GDN, etc.).
In order to captivate user attention and ensure the campaign story builds up properly, we came up with a 3-phase implementation idea. The campaign was supported with social content & ad campaigns in three distinct stages:
Special creations command special presentation. We created a dedicated, elegant microsite for that very purpose. The complementary Digital Press Room aimed to introduce the revamped spirit, as well as Mike Horn to the Press, providing them with rich content and the chance to embark on their own exploration into the world of METAXA 12 Stars.