Senior Art director
Julia Dickinson

Drambuie

Drambuie wanted to speak to a younger audience and widen their customer base. Using AR, we developed an immersive interactive campaign that came to life with a few taps on a phone.

Awarded Bronze Media Innovation Award - OOH traditional
Services:
Art direction
Media:
OOH, Augmented Reality, Mobile
Industry:
Alcohol



Campaign included:

  • Augmented Reality Posters at the Drambuie sampling events and Nuit Blanche activation in Toronto
  • Dundas Square 4-panel landmark transit shelter directly across from the high traffic LCBO and heart of Nuit Blanche
  • Posts on Drambuie Facebook page with AR poster (hold your phone to your computer and experience the Drambuie Augmented Reality)
  • The actual Drambuie bottle – necktags at retail prompted the AR experience while in the store or at home (hold your phone to the bottle and instantly get the recipes)

Results:

  • Over 5,500 sessions were experienced over the length of the campaign (48 days-4 shelters)
  • Sessions averaged 2.5 minutes of concentrated brand engagement
  • Majority of users saved a photo and/or shared the experience via Facebook or Twitter
  • In a declining category, Drambuie experienced growth in Ontario attributed to the campaign (awareness and sales peaked during the periods of the campaign)

Video credit: Denneboom

crossmenu