This document outlines various marketing campaigns for alcohol brands Red Stag bourbon and Courvoisier cognac. Key activities included experiential events like bingo nights and airport activations that offered sampling to tens of thousands. Digital efforts like social media competitions and influencer events reached millions. Evaluation found initiatives increased sales, brand awareness, social followings and engagement.

1. brand
foundations
core asset
generation
360
campaign
structure &
activation
activation
components
visual identity
photography
> core
> beauty shots
product
naming
straplines
toolkits
VAP’s
consumer
trade
concept &
lead agency
management
positioning
insight
portfolio
management
brand on a
page
experiential
ATL
web build
blogger
outreach
sampling
trade
on-pack
sponsorship
media

2. Red Stag &
Underground Rebel Bingo
Bourbon meets bingo
“If you don’t like loud music, shouting and
drawing on each other, then don’t come”
2 nationwide tours, 21 events, 10 cities
10,690 attendees, 4,862 samples
Total reach of 69,332

3. Red Stag Party Terminal
World’s first airport augmented
reality activation
Images uploaded to Facebook as E-
postcards
258k reach via social media
8,550 sampled
87% would buy & recommend

4. Red Stag & Kigu
Curated 2 co-branded events
and bespoke Red Stag Kigus with the
pioneering Kigu Crew
Event tickets sold out in less than 1 hour
1,325 attendees, 1,240 samples
Reached over 15m

5. Red Stag presents...
Bloc Party & Bombay Bicycle Club
DJ tour at 02 AMG
2 guest DJs. 1 nationwide tour
Sampling squads delivered 6k shots. Ran
bar staff incentives and created Red Stag
‘balloon drop’ at midnight to drive sales.
Bar sales increased by average of 1,306%
Co-branded content seeded digitally
Total attendance: 8,386 (target 8,000)
Total promotional reach of over 6.1m

6. Powerpoint Karaoke:
Comedy Lectures
Adam Buxton introduced bloggers and
social media fans to Powerpoint Karaoke
(improv lectures around an unknown
presentation)
The subject?
‘Cherries and their uses’
The result?
A truly hilarious brand experience
Reached 1.7m through media coverage

7. Red Stag
Party People
A new breed of party people
Competition to become the
Red Stag student ambassador
13 nationwide bespoke live events ranging
from sock wrestling, to dance offs and live
music jams
Total reach of 80,000 target consumers
Total reach of 3.3m

8. L’Atelier de Courvoisier
Immersive cognac experience in Harrods
ran for one week in Dec
Designed a contemporary re-imagining
of the legendary Paradis cellar
Created 360° interactive app of event
space
Live stream interview with Master Blender
Gained 8 brand mentions within Evening
Standard editorial feature
Reached 3.8 million people

9. L’Atelier de Courvoisier
Paper Diorama
Collaborated with emerging artists to
create a bespoke projected paper
diorama installation piece
Exclusive launch at Harrods
Achieved in excess of 40,000 YouTube
views and over 30 pieces of online
coverage

10. Courvoisier
The Future 500
A melting pot of ideas and innovation
launched with The Guardian
Exclusive network of 500 pioneers and
entrepreneurs managed upon LinkedIn
Held monthly events hosted by members
and supported events with sampling teams
Campaign held up as best practice for
Courvoisier globally

11. Courvoisier Facebook
Secured 667% increase in Facebook fans
for Courvoisier UK
Fans increased from 3k to 23k in 9
months following a popular Facebook
competition, sponsored posts and
targeted ads
Dedicated content plan also dramatically
increased engagement levels