Interweave was asked to create the global launch campaign for the METAXA 12 stars, the new addition to the METAXA line of spirits.
The goal was to gain awareness for the new alcoholic drink and engage brand customers and potential customers across all markets where the spirit would be available.
The METAXA 12 stars is not just a drink, it is an experience one explores with all their senses.
Building on that initial campaign idea, whose film and prints were created by Satisfaction, a Brussels based creative bureau, we created an immersive experience to disrupt people’s daily routine and catch their attention by presenting them with micro moments of clarity. Then, we invited them to adopt a different way of thinking and being, doing what they’ve always wanted to do: explore, with METAXA 12 stars.
Our approach was focused on extending the connection of METAXA 12 stars and the human senses, creating wider connotations. We built on the idea of exploration as a way of living, thinking and being on digital and social media.
Employing state-of-the-art technology, dontdrinkexplore.com, the campaign’s website, introduces and educates visitors on the exploration philosophy of the METAXA 12 stars. The interactive web experience prioritizes smooth, cinematic transitions to offer visitors a unique journey of discovery through the five senses.
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.
The campaign website was supported by a series of ads, as well as a competition: the winner would join legendary explorer Mike Horn in one of his adventures at an unknown destination, for an experience of a lifetime.
We opted for disruptive, tailor-made ads for every online media that was included in the campaign.
Το achieve this, a 3-phase idea was implemented: During the “teasing” / early-launch phase of the campaign, we used a set of subtly-branded ads across all available digital media, betting on the surprise factor and making the ads more visible in the saturated eyes of the users.
Then, we continued our acquisition plan using a different set of ads, with clear and distinct branding this time, leveraging on the increased awareness that will have been built for the campaign.
During the last weeks, we employed another set of ads; this time focused on the strong contest part and the once-in-a-lifetime opportunity to join a real-life explorer in his great journey.
Since data indicated that a large part of our audience prefers mobile devices to desktop, we made sure dontdrinkexplore.com was fully responsive, mobile data-conscious and offered a smooth and immersive experience across all devices, several different mobile browsers and screen sizes.
We created a dedicated, elegant microsite for use by the press: The Digital Press Room aimed to introduce the spirit, as well as Mike Horn to the press exclusively before the launch of dontdrinkexplore.com, providing them with rich content and the chance to embark on their own exploration into the world of METAXA 12 stars.