Brand Activation Contest held by Relpy last june - Presentation "Fiero To Be Vintage" Reply Creative Challenge 2020, con un progetto di Brand Activation per Martini.

1. FIERO TO BE VINTAGE

2. Millennials always look back to the past for lifestyle
inspiration, in a time of constantly innovation young
generations are attracted by vinyls, clothes and polaroids,
signs of a past and glorious time, even more in times of
changes and difficulties that we are facing.
Our proposition is to look at many cultural events
unexplored by any other beverage company or brand.
The vintage market is an undiscovered territory, which
fascinates many young people who participates to all kind
of vintage events.
Nowadays, Millennials are looking for new ways to stand out
and rebel against fashion trends. From Italy to all over the
world countless are the events that concern this niche of
market.
SCENARIO ANALYSIS

3. Two of the most important Swing Festivals in Italy are
“Torino Swing Festival” and “Policoro is Swing” in Matera,
but there are countless events from all over the world
reaching the young vintage lovers. Other examples of the
power of this tribe is the “Herrang Dance Camp” held in
Sweden, it’s an astonishing and world-renowned festival
that drives young dancers from all over the globe. But it’s
about much more than just a few festivals, it is a lifestyle
that perfectly matches with the values and DNA of
Martini. People who love vintage knows that “what goes
around comes around”, in fact, vintage is a timeless style
that can endure the constant change of fashion,
it’s part of our lives and it’s never going to fade away.
SCENARIO ANALYSIS

4. Our strategy will be multichannel, and it will take its cue from the concept
of “Tribal Marketing”, what we want is to identify Martini’s consumers as a
group based on its passion for the vintage. Millennials seem to be fond of
things that are “retro”.
In fact, new generations are the perfect target for what’s called “retro
marketing” and “retro innovation” activities, because they need to find
their own identity and to be part of a group who shares a way of thinking,
common experience and lifestyle.
We can observe that RedBull used a similar strategy, thereby it has come
to a great success (they focus on the “adrenaline market”), we want to use
a similar strategy, positioning the brand for a specific kind of target
group, very popular between millennials, we want to create a “Vintage
Market”.
STRATEGY

5. To be up to date we propose something very
unconventional that will help to boost the Martini Fiero
Community.
As an activity of “Unconventional marketing” we propose
a Flash Mob performed in all the major cities and
squares, where will be also held the Martini Fiero
Experience.
All the people will be gathered together and asked to
dance, some vintage music with vintage clothes. this
event will be recorded and posted on social media to
engage even more people and create a real phenomenon.
PRE-EVENT FLASHMOB

6. To engage young people and create an emotional bond with
Martini Fiero, we recommend a real experience, which
engages all five senses and imprints Martini Fiero in the mind
of all those – like the brand Martini – young, open hearted,
joyful and playful millennials. The Martini Fiero Experience
will be held in a transparent facility, shaped as an upside-
down Martini Apero Glass, it will be an event “on the road”,
moving from city to city. Inside this fashionable structure
will take place a five-step sensory journey. First, during the
whole journey people will be accompanied by background
groovy music, seening that the core of the whole campaign is
based on “FIERO TO BE VINTAGE”, to address to a very
specific and focused target audience.
MARTINI EXPERIENCE
"MARTINI GRAN TOUR"

7. The first triggered senses will be touch and sight. Visitors will be encouraged to touch and observe all the amazing
ingredients necessary to produce Martini Fiero: zesty mandarins, cytrus, orange and the plants of Artemisia and
Pontica. In the following step people will also be able to smell the perfume of spirits and the secret blend of fine
white wines. The third step involves hearing; indeed, the attention will focus on the sound of the barman preparing
cocktail (amplified thanks to a microphone). The fourth step consists in tasting Martini Fiero, visitors will also
receive as a gift a branded mini bottle (5 ml product).
SENSORIAL EXPERIENCE
HEARING
SIGHT TOUCH SMELL TASTE

8. A vintage photo booth, where people will take their own
pictures and will be given a polaroid – it will be also
possible to post the photo on social media using the
special #FIEROTO BEVINTAGE
There will be a Jukebox as well, available to everyone.
There will be the special station “prepare your own
Martini Fiero”, where people will be encouraged to
prepare their Aperitivo and where will be given as a
gadget a plexi Martini Fiero Glass.
Moreover, inside the Martini Fiero facility there will be
three main activities:
MARTINI VINTAGE PHOTOBOOTH
AND OTHER ACTIVITIES

9. Outside the “MARTINI GLASS FACILITY” there will be
a “drink and more” Bar-Caravan, where our expert
barmen will suggest and sell all Martini cocktails
and drinks, in a very sophisticated and “vintage”
atmosphere, thanks to the good drinks, the music and
the appetizers. People will be able to stay all
together and share a real moment of pure joy in the
Martini Fiero style. A moment that they will never
forget! We believe that to enhance the image of
Martini Fiero as “sponsor of” all kind of vintage
events (such as ), The Martini Bar-Caravan must be
present in all these events to give the best customer
experience and to be considered as an important part
of this world.
MARTINI BAR CARAVAN

10. We propose a multichannel strategy, focused on Youtube,
Facebook and Instagram. Starting from the vast Martini
Heritage, we want to adapt its “old” graphics and
illustrations to a “modern vintage”, with an operation of
retro innovation.
The main theme of our social media campaign will be
“FIERO TO BE VINTAGE”, on all the social media we will
provide updates on the “Martini Grand Tour”.
SOCIAL MEDIA STRATEGY

11. Influencer Marketing
Editorial Focus on “FIERO TO BE
VINTAGE”, we will post
sophisticated and funny graphics
and images of young people
dancing and tasting the new
Martini Fiero.
On Instagram we propose, two main
activities:
SOCIAL MEDIA STRATEGY
Editorial Focus on “FIERO TO BE
VINTAGE”, adapting “old” photos
and images to an up to date and
fresh vintage concept
The creation of the Martini Grand
Tour Event on Facebook (showing
not only all the different stages of
the tour but also some part of the
experience and some interviews to
participants)
On facebook we propose:
Teaser of Martini Grand Tour
Insights on the Martini
Experience,
Updates of the Martin Grand Tour
Video
AFTERMOVIE
Videos where Martini is shown as
the main sponsor of important
events and competitions “vintage”
On YouTube we suggest creating a
Martini channel (Youtube is one of
Millennials’ favorite social media):

12. INFLUENCER MARKETING
CAMILLA BONIARDI
@CAMIHAWKE
SARA WAISTE
@SARA_WAISTE
FRANCESCO GALATI
@ILSIGNORFRANZ

13. INSTAGRAM
POSTS

14. FACEBOOK
POSTS

15. THANK'S FOR
WATCHING