BRAND CONTENT | EXPERIENTIAL | SALES PROMO
SKYY VODKA,
OUT OF
THE BLUE
#OutOfTheBlue was a big idea that needed to change consumers’ perceptions of SKYY Vodka being ’A stagnant brand in need of rejuvenation’ to being seen as ’An exciting and progressive brand’ and bring to life the new global positioning ‘Live Audaciously’.
We wanted to create something that engaged our SKYY consumers but also allowed us to gather 100s of hours of Branded Content and Video Footage of our SKYY consumers, in spectacular venues and situations around SA, with the SKYY brand and product featured.
POS in store took the form of a SKYY Live #OutOfTheBlue Blue Safe Neck tag
The #OOTB promotion was supported in print and on social media.
And so began the #OutOfTheBlue live, self-promoting journey of Skyy Vodka and it’s consumers – 7 bespoke “money can’t buy” experiences were sprung on the audience – you had to bold and audacious enough to win and go on the experience without knowing “what” it was. Each experience was filmed and packaged to go live 24-48 hours later, driving sales and entries towards the next experience in 2 weeks time.
#OOTB Experience: 6 Senses
#OOTB Experience: Free-Falling
Experiential partnership with EastCoastRadio. Fully supported and flighted on all of their media channels.
#OOTB Experience: Race Day
6th #OOTB Experience: Setting Sail
7th #OOTB Experience: Grand Finale
