Brief Explanation

We positioned a Bacardi Mojito as the ultimate first-drink,nudging consumers into a planned, conscious choice before they hit the bar through the #MojtoMoment. In order to leverage the infectious nature of the Mojito within the tight window timing for thirsty decision-making, we needed someone to order the first drink. Kicking things off for the Summer-fun season, 60 micro-influencers shared their #MojitoMoments on Instagram. Combining sales and location data, we identified the most influential bars and shared this #MojitoMoment content in targeted OOH panels within that critical 15-minute radius. Encouraged to share their own #MojitoMoments, the creative we used was generated by the very consumers it was designed to engage. By using influencer generated content with venue targeted outdoor - we established the #MojitoMoment as a first drink of the night ritual & we created the first ever dynamic media connection between social and OOH in the Australian marketplace!

Execution

For the first time in Australian media history, we connected socially generated user created content and distributed this across OOH panels, with a call to action for more content creators - we updated the creative throughout the campaign, as more content was generated.