Client Stories

Malibu Drives Consumer Engagement With Brand Focused-Mobile Video Experience

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“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.” 

- Adam Boita | Head of Marketing, Pernod Ricard UK

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.

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