The Journey
The Bacardi Pitch
The challenge
We were invited to pitch against a number of other big agencies for the Bacardi shopper marketing global account. This was not a creative pitch but a strategic pitch, aimed at showcasing our process' and methodology.
The idea
We decided to demonstrate our ‘shopper journey’ in a way they'd never forget. Instead of putting the creative into the pitch, we put it everywhere else. Here’s how we did it.
We won by the way.
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A message breaks through the noise and we have the consumers attention.
The individual receives a 'Call to Action'. This creates a new desire that transforms her into a shopper.
Guided by communication, the shopper plans the steps of the journey, ultimately crossing the threshold and entering the shopping space.
Now the shopper seeks cues to help her navigate the path to the prize.
At the point of sale, this is the brand's last chance to communicate before the shopper makes her choice.
The shopper and the brand finally connect.
The shopper returns home with her prize. Now the brand must follow through on it's promise, and the shopper's experience radiates outward to friends, family and co-workers.