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.
The goal was to create a thrilling interactive web experience, an actual digital exploration for all users, with the opportunity of the launch of the new METAXA 12 Stars: an iconic spirit with a distinctive, premium-style new bottle.
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. Building on the initial campaign idea, whose film and prints were created by Satisfaction, a Brussels based creative bureau, we created an immersive, surprising experience to disrupt people’s daily routine and catch their attention by presenting them with micro moments of clarity. Then, we 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 built on exploration as a way of living, thinking and being on digital and social media.
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.
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 mediums, 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.
Special creations command special presentation. We created a dedicated, elegant microsite for that very purpose. The Digital Press Room aimed to introduce the revamped 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.