“Havas Media and Millennial Media worked together to deliver a genuinely innovative campaign that helped Malibu to scale and connect more relevantly with mobile audiences. With breakthrough creative and pinpointed audience targeting, the campaign successfully cemented mobile as a vital component in making Malibu synonymous with summer for our target audiences.”
Opportunity
With a campaign to ensure its rum was synonymous with summer for its 18-24 year old target audience, Malibu knew its ‘Best Summer Ever Project’ had to engage consumers where they spent the most time – on mobile. Working with its agency, Havas Media, Pernod Ricard-owned Malibu delivered a brand-focused mobile video experience using Millennial Media’s Video Advertising Suite.

Strategy
As part of a wider integrated campaign that centred around key milestones – including National Pina Colada Day and competitions with a pool containing thousands of prizes, from Ibiza Rocks holidays through to Malibu coconut cups – the mobile element drove engagement by capturing consumer attention on the go, all with the objective of driving target audiences to a dedicated landing page for eCRM sign ups.
Utilizing Millennial Media’s Focus Audience Targeting Suite, Malibu reached target audience A18-24 across key interest areas. The campaign also re-targeted users who viewed the videos with standard banners.
The campaign used two media first functions in Millennial Media's Video Plus and Video Wrapper ad units. Running on smartphones, Video Plus enabled Malibu to integrate time-specific, location-based information from data feeds in a ticker format. Video Wrapper provided Malibu with the ability to display three different videos on tablet, customising brand interaction with multiple content and messages.
Related Client Stories
Client Story
Jeep Wins With Mobile-First Approach To Cross-Screen
Results
Client Story
Fall for Unilever Singapore Dove Hair Rescue
Client Story
Share a Cookie Core with Unilever Singapore Ben & Jerry’s
Client Story
Feeding America + Starcom Launch Spoontember™ on Mobile
Client Story
Unilever Singapore Magnum Infinity Swirls to Success
Client Story
Gillette Accelerates Brand Awareness with Innovative Rich Media Campaign
Client Story
NTUC FairPrice Xtra Chooses Mobile For 7th Anniversary Contest
Client Story
Emirates Airline Takes Mobile Strategy To New Heights
Client Story
OtterBox Wins with MySymmetry Promotion
Client Story
SITO Mobile & State Lottery Win Big with Deal ID from Millennial Media
Client Story
Campbell’s Swanson Brand Measures ROI on Mobile
Client Story
Ad Council + Carat Support Bullying Prevention With Mobile
Creative
Never Stop Exploring
Creative
Peanut M&M's®
Creative
Big Chewy Bars
Creative
ScandalEyes Retro Glam Mascara
Creative
1500 EcoDiesel Pickup Truck
Creative
Breakage Defence
Creative
Kirby Buckets
Creative
justWink
Creative
Age of Extinction
Resources


Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.
