Bacardi- Competition Analysis

April’16- December’16
 Overview – Budweiser is the top spender

Most of the brands advertised on social verticals like Facebook, Instagram, Twitter &
YouTube

Budget in Crore

12

15

1.5
10

Budwesier Blender's Pride 100 Pipers McDowell's

INSIGHTS • IDEAS • RESULTS

Brand Wise Analysis

 Blender’s Pride: #My Style Icon of the Match

Duration: March’16- April’16 (T20 World Cup)

Spend: Approx. 1.5 crore

Communication: It was a Content piece around Stylish Cricketers, basically around fashion theme.

Device: Desktop & Mobile

Genre: Sports website & Social

Creative Format: Banner

Creative Snapshots
 Budweiser: Experience Music Brewed the Hard Way

Duration: Active in phases (January, May, September, October & November)

Spend: Approx. 15 Cr

Communication: Promoting EDC by using multiple communications (What’s Brewing in Mumbai,

Experience Music Brewed the Hard Way)

Device: Desktop & Mobile

Genre: Music, Entertainment & Social

Creative Format: Banner & Video

Creative Snapshots
 100 Pipers: #Be Remember For Good
Duration: April 2015 – February 2016
Spend: Approx. 10 crore
Communication: Through #BeRememberedForGood, 100 Pipers was focused on
bringing forward unsung heroes who have endeavoured to mitigate many a social ills,
Portrayed individuals from different facets of life, who contributed to the society in their
own unique ways.
It seek to demystify and simplify the "Do Good" part and that it is not necessary to
perform epic feats to give back to the society, every action counts, no matter how small.
presented a few stories of extraordinary social work by common people
Device: Desktop & Mobile
Genre: Music, Entertainment, News & Social
Creative Format: Banner & Video
Creative Snapshots
 McDowell's: Aaj Manao No.1 Yaari
Duration: Three Months Sponsorship Deal

Spend: Approx. 12 crore

Communication: Good Cheers Continues with McDowell's

Device: Desktop & Mobile

Genre: Entertainment, Sports & Social

Creative Format: Banner & Video

Creative Snapshots
INSIGHTS • IDEAS • RESULTS

Programmatic
Location Based Targeting on Mobile

Target specific Beer Preset Audience

Works across all telecom
Pubs and restaurants Buckets
partners

Target location of users within 25

meters

Device Detailing Dynamic Creative Accuracy

 Recruitment via Programmatic

We plan to recruit new users by focusing on beer lovers and will drive engagement through strategies targeted to all
other kinds of alcohol lovers.

• 3rd Party Audience Targeting - we will be targeting audiences who are interested in Rum, Beer, Spirits, Wine,
Alcohol, Nightlife, Clubs & Nightlife, Bars, Nightclub dancing, Netflix buyers
• Keyword Contextual Targeting - Using technology that crawls through various websites to look for certain keywords
we plan to target users on pages with specific keywords - Rum, cocktail, mixed drinks, rum drinks, Bacardi rum, rum
cocktails, rum punch, drink recipes, white rum, cocktail drinks, coconut rum, Bacardi limon, summer cocktails, dark rum,
summer drinks
• TV to Parallels - By using Silverpush we will be able to show co-branded advertisement across multiple channels
(programmatic, social, display, video) in-sync with your and your competition's TV commercial.  It can be customized as
per budget.
­ Breaktime
­ Sports Events [IPL, World Cup, FIFA]
­ Special Programming [Oscars]
­ In-Program Events [House of Cards, Game of Thrones]
 Hyperlocal Targeting & Creative Concepts During NH7 Weekender

• Leverage external advertising(NH7, Mini events, OOH, Media events)

• Day/Time Targeting - Strong push on Friday, Saturday evenings(target premium residences, shopping areas)
• Location Targeting & Event Targeting - Target mini events, OOH hotspots, media events, Around NH7

• Drive awareness for mini events/NH7 as required

• Engage target audience at a specific location during any event.

• Cricket match – geo fence around stadium, target premium residences(for folks drinking in), malls(for folks
drinking out) etc
• Friday, Saturday night – target high consumption locations(if already available with Bacardi) else target
pub/restaurant locations available
• Friday, Saturday night – target premium residences for house parties etc
 Example: Open the bottle & enjoy music

As and when the user taps on the banner he/she is User taps on the Budweiser bottle and the cap of the bottle pops up and and falls down.
taken to a landing screen of “Budweiser Made Meanwhile the bottle changes to another one with froth coming out.
Stage”, along with an instruction for user - “Swipe to
know more”.

User swipes the screen and he/she is taken to

another screen where he/she is instructed to
“tap on the bottle to begin”
 Example: Open the bottles as a game
The user is taken to the rich media where he is told to have fun by opening and serving
as many Heineken bottles possible in the given time by shaking the phone/ swiping on
the bottles.
After the user finishes the game, he is told that now he can have
even more fun this UEFA cup by going and watching the matches
in Fira de Montjuic. The user can then tap on the locate arena tab
to know the addresses or tap on watch video tab to see a small
video of the tournament. The final CTA of know more will take the
user to the webpage
 Example: Shake the phone and make cocktail

• Live Example –
• http://farm.sproutbuild
er.com/load/kna5C0Rao
aZ6eCvS.inmobi.w.revie
w.html

• Please try on Android

Phone with Chrome
Browser
Thank You