Malibu wanted to increase its relevance to its core 18-24 year old
audience. They wanted a series of high profile experiential events
that toured the UK that could produce digital content and
It had to emphasise the playful, vibrant Caribbean side of the
brand while highlighting its mixing versatility. The most head
scratching question was how to make it relevant to a student
market that were not connecting with the brand?
The Malibu Mish Mash tour offered the chance for students to mash
up their lives with the Caribbean. In conjunction with Kiss Radio and
UK music act Example the event focused on ‘Mashing up’ local
current music styles with Caribbean flavours. Students could connect
digitally before and after the event and mash up their own tunes online
with a calypso app. Students were asked to bring mundane items
(e.g. toasters, laptops) for a Caribbean paint make over. And of course
Mashing up Malibu with different vibrant cocktails.
Over 70 venues toured in the UK. Supported by a print and digital
campaign, rolled out by over four different agencies. Directly
touched 90,000 consumers with the brand. Affinity scores
increased by 10%. 30,00 new followers were added to the
Facebook fans page
during the tour.
Suzuki had no social presence in the UK. They wanted to use
their youth focused city car ‘The Suzuki Swift’ as a catalyst to
drive people to their soon to launch Facebook fans page. They
wanted an activation content piece which was fun, youthful,
showcased the new free spirited car and of course gained a
community of ‘likers’
HOW I DID IT
Working with a production crew I devised a series of webisodes
first filming a test pilot to help the brand envisage it.
I then worked with a storyboard artist to map out the first
I wrote the scripts and directed all three videos
Suzuki Swift Decisions was a series of three video webisodes. All
three focused on where life could take you if you rolled the dice. Using
a mixture of comedy, experiential and film making real people were
plucked on the day of filming and gave them the chance to make
‘socially activated’ decisions on a whim involving the car. This included
‘Swift Dating’ in the back of the car, a clothes show special where
fashionista’s held a ‘Swift Fashion show’ featuring celebrity stylist Gok
Wong, and even resulted in the car being air lifted by a helicopter… All
on a whim.
I had a hurried phone call from the brand’s internal team two days
before a Christmas production deadline. The in house creative
team at Ann Summers had not cracked their Christmas in-store
advertising and digital content platform for their lingerie. They
needed a platform that communicated, like M&S and La Senza,
that Ann Summers sell great lingerie all year round. The
platform had to be adult, playful and able to spin off into all of their
Christmas content channels.
WHAT I DID
Got my thinking cap on.
I had 6 hours to crack a creative strategy and activation
to hang their whole instore and Christmas content on.
HOW I DID IT
I got the in house team to send me
over their Christmas photo shoot with
the current activation felt was not working.