Pernod Ricard wanted a smart way to market its portfolio – a new channel through which its brands could be showcased in an interesting, valuable way for its audience.
In food-obsessed Hong Kong there are numerous online guides to eating out. But despite the emergence of a ‘cocktail culture’ in the city there was no comprehensive online guide to cool or little-known cocktail bars for drinks before or after dining.
As a global platform, Pernod Ricard already owns WorldsBestBars.com, but at the time the property only provided bar reviews.
We were briefed to produce an online platform that would celebrate cocktail culture in Hong Kong as well as providing tools to help bar-goers find the best places in town for a great night out.
Our goal was to make the best bar guide for Hong Kong – to be the first mover and a true authority on cocktails and the bar scene in Hong Kong – and to drive traffic to featured bars, and in turn boost business for Pernod Ricard.
AnalogFolk created a mobile content platform and planning tool that turns the real stars of any great bar – the bartenders – into celebrities (Bar Stars). The responsive mobile website introduces the bars and the Bar Stars through video and editorial content (developed with by Media Monks) that include demonstrations of each bar’s signature cocktail. It brings Hong Kong’s cocktail-bar scene to life with entertaining and informative nightlife content not seen on other bar websites.
Phase 1 of the Bar Stars channel allows users to log in via Facebook and find the nearest bars, or find bars in locations they are interested in visiting. Users can like and save favourite bars, cocktails and Bar Stars and easily invite friends (location, date, time) via WhatsApp and email or tap-to-call bars.
Product placement is carefully managed. Premium Pernod Ricard spirits are used as cocktail ingredients and shown in videos featuring Bar Stars to promote the product with purpose and value.
The Bar Stars Facebook page quickly built a fan base of 5,000 in the opening stages of its launch – a large number for a small niche in the Hong Kong market. The Bar Stars initiative received huge support from bartenders and bar owners who are especially grateful to Pernod Ricard for the exposure.
Since launch of Phase 1 Pernod Ricard has received demand for the platform in China, Taiwan, Singapore and the Gulf.
And Pernod Ricard Chairman and CEO Mr Ricard himself loved the concept.
AnalogFolk Hong Kong is currently working with the client to test new platform features in a second release.
We anticipate learning more about audiences, demonstrating the value of the platform in driving individual sales, building out the ecosystem and content strategy and looking at roll-out kits for Asian markets.