Brand activation around opening of new distillery

1. © Neon Marcomms 2012
Response To Pitch
Presented to Sharon Reid
18.07.12

2. The Brief
• UK activation of the global IMAGINATION UNLOCKED creative platform
• Supporting the grand opening of the Laverstoke Mill Distillery, and the
global promotion, based around finding a Garrard designed key to unlock
the gates and be the first to see the Home of Imagination
Our Task:
– Planning: What is the best way to make this work?
– Mechanic: Relevant and understandable
– Structure: Competition tiering
– Commercialise: Link in on and off trade sales

3. Key Issues:
The Opening Event:
• BS has the opportunity to create intrigue and interest around the opening of Laverstock
Mill. The challenge will be to connect with the target market in the right way to excite them
enough to really want to be there on the night
• Being the first to see what happens behind the gates is a PULL, but it is a challenge to
communicate how amazing it will be, without giving the surprise away – a Catch 22
• It would be easier to invest in the opening night itself to stage an event with global appeal
that communicates the values of the brand and the home of the imagination in the correct.
Building a promotion around an UNMISSABLE event makes a lot of sense
Finding keys:
• Treasure hunt mechanics have been done by Cadbury and Volvo. They can work for more
premium brands, but have to be relevant and intriguing (we need something creative,
different and engaging!)

4. Key Issues:
• Care must be taken in creating a story around how the keys have been lost. UK consumers are
cynical and a story that fails to get buy in would damage the brand
• So it may be best to avoid explaining why they were lost – just state why they have been hidden
and avoid that pitfall
Keys:
• Garrard is designing the ‘gold’ keys. How desirable will these be as a prize? What would the
resale value be?
• How many can we afford to offer in the UK?
Technology:
• In using technology to give the treasure hunt credibility, we must suggesting routes that sound
amazing, but in reality cost a lot to develop, but do not deliver
Awareness building:
• Imagination Unlocked is intriguing and offers scope for creative teaser activity to create WOM

5. Lost In The Imagination; Campaign Structure
EventEventEvent
Laverstoke
Mill
Opening
Event
UK prize winners = invitees
PR
Experiential
/ Events
Experiential
/ Events
Viral
Outdoor
Social
Media
Media
Partner
Advertising
On-Trade Off-Trade
Digital

6. Proposal 1

7. Proposal 1: Lost in the Imagination

8. Lost In The Imagination; Overview
CONCEPT
• A Bombay Sapphire Art Exhibition that tours the UK to create awareness and recruit consumers
into the activity
• We have borrowed from the previous Imagineers concept and adapted it to fit the brief
• Using all forms of art as an expression of imagination
HOW DOES IT WORK?
• We take over a suitable gallery space (existing or created) in 8 x key UK city locations
• We partner with a curator who chooses local art for an exhibition that uses the imagination and
represents the Bombay brand values
• The exhibition makes use of all forms of art: artists, designers, architects, poets, writers, even
performing artists such as burlesque or cool cabaret – who all become our Imagineers
• Each Imagineer is asked to write a narrative, explaining where they imagine they would hide the
key within their work (for example, behind a certain word in a poem or within the first brush-stroke
on a canvas, the shadow on a photo, with the people that inspire the lyrics to a song)
• The artist’s narrative is displayed on blue Bombay presenter board alongside their art in the
exhibition
• At the end of the exhibition tour of the UK, the curator will select the best use of imagination to
hide the key as the winner from each of the 8 x city locations

9. Lost In The Imagination; Consumer Mechanic
• Vote for the most imaginatively hidden key for each exhibition location, and if the curator agrees,
you’ll be entered into a prize draw to win a key to unlock the gates and come to the opening night
party at the home of imagination – the Laverstoke Mill Distillery.
• QR codes will be on each piece of narrative, for consumers to scan to submit their vote at live
events.
• An online gallery will be housed on a promotional microsite, and will allow consumers to view the
art and it’s narrative, and to submit their vote
– Art will be unveiled online as it is shown in the live exhibition in each City, giving online
consumers a reason to come back to the micro-site for prolonged brand engagement and
further chances to submit votes and win
– Online consumers can vote once per regional set of art/artists
• We will, therefore, have 8 x overall winners of keys to attend the opening of Laverstoke
• Consumers can also submit their own art work and narrative online, for a chance to be an artist
selected by the curator to feature online and have their art exhibited on a live screen at the
exhibition and/or at the Laverstoke opening night party
– Best newcomer artist will also win a key to the opening of Laverstoke
– Open Gallery

10. Lost In The Imagination; Micro-site

11. Lost In The Imagination; Micro-site

12. Lost In The Imagination; The Exhibition
• The Lost in the Imagination exhibition tours the UK– open to any member of the public to view
• It runs for approx 1 x week in each location (3 weeks in London as a finale)
• We will host launch night parties in each key city, inviting key local press, artists, social influencers
and VIP consumers (who can win tickets via media partners and social media)
• Local art takes the exhibition lead in each location to generate maximum PR-ability and drive
consumers to visit
• Bombay Sapphire drinks are served at the opening event
• Live performances can take place at opening night events, but these will be pre-recorded for the
on-going exhibition

13. Lost In The Imagination; The Exhibition

14. Lost In The Imagination; Awareness & Coverage
• A blog by the overall Tour curator can keep consumers up to date
and stimulate a 2-way conversation, tied in with....
• Social Media Spread: BS Facebook, Twitter and Instagram
• Local and National PR coverage via all interested channels: Art
publications and websites, key influencers, listings magazines, style
press, local press, art world bloggers
• High quality guerrilla: Teaser street art such as 3D lost in the
imagination pavement graffiti
• User Content Generation and Word Of Mouth
• Post cards / flyers in on-trade
• Artist designed fly posters
• Online event guides, such as London Calling, Timeout and similar
regional guides

15. Lost In The Imagination; Online Event Advertising

16. Lost In The Imagination; Free-Trade
Free trade awareness and ROS kit:
• Use the art exhibited in the Lost In The Imagination Exhibition
• E.g. artist featured drip-mats: image of the art and the artists narrative of how they lost the key
within their work
• Use of QR codes on drip-mat to encourage consumer promotion entry (will create mobile
optimized site for ‘easy’ consumer journey)
• Featured serves: Laverstoke cocktail or ‘G&T with a Key’ (make use of shaped ice-cubes)

17. Lost In The Imagination; Feature Serves
• Laverstoke cocktail or ‘G&T with a Key’ (make use of shaped ice-cubes)

18. Lost In The Imagination; Managed Trade
Managed:
• Tailored promotion to support the retailer’s own business objectives
• Traffic building offer advertised in listings mags and local press to support the City Tour
• EG: Early pm traffic builder:
BOMBAY SAPPHIRE IS THE KEY TO THE ULTIMATE G&T
BUY ONE AND RECEIVE ANOTHER FREE
Trade:
• Cocktail competition with Class – Sneak Preview photo shoot at Laverstoke Mill
• Managed incentives to win;
– Keys/tickets to the Opening Party (echoing the consumer promo)
– or imagine the holiday you could have with £500/£1k

19. Lost In The Imagination; Managed Trade
ROS driving:
• Use the key as main symbol to promote drinks offers and highlight prize promotion (win key to
Laverstoke):

20. Lost In The Imagination; Off-Trade
Global idea:
• Celebratory Laverstoke bottle, with Garrard keys and distillery imagery engraved in place of the
botanicals
Local Idea:
1. Simple mechanic: neck collar featuring codes to check online, (as mentioned in brief)
2. Additional mechanic: GWP
- Limited edition Bombay keyrings, as designed by artists/Garrods
- Promotional neck-tag:
HAVE YOU GOT THE KEY TO THE
ULTIMATE G&T EXPERIENCE AT LAVERSTOKE DISTILLERY?
Check your limited edition key ring to see whether you have found the key!
- Neck-tag could also featured artist narrative and example recipes
• Shopper competition to win tickets could feature on website of any accounts that will allow
• Head office competition to win tickets to the opening event

21. Lost In The Imagination; Off-Trade

22. Proposal 2

23. Proposal 2: Celebration (Laverstoke Mill Opening party-led)
• Make the party the headline news, and lead with performance from world renowned artist,
(budget from Global)
• Headliner to be a creative fit with the brand and tone of launch: e.g
– Florence and the Machine
– Bjork
– Guillemots
– Sigur Ros
– The XX
– Imagineers (support band)
– Circus of the Mind (staging / theming / further entertainment)
• Winning a ticket becomes the a ‘must do’ creating WOM and PR value
• Consumers must find the keys to win exclusive access to the Laverstoke Mill Opening party

24. Find The Key & Win; Overview
CONCEPT
• A modern treasure hunt hosted on micro-site; using geo-caching, digital techniques and
influencers
HOW DOES IT WORK?
• 8 x geo-cached keys hidden in secret locations, around the UK
• Clues are released during the countdown period, in the form of recorded messages / stories that
challenge the consumer to imagine the exact location of the keys
• We will recruit published creative writers (Imagineers) with a connection to the area where the key
is hidden to record the narrative clues
• As the weeks go on, the clues will contain more information...
• Some keys will be more ‘findable’ earlier on in the promotion to help create positive PR from early
winners
• Of the ten keys – all will be found, as the clues get easy at the end.
• One will open a casket containing the Golden Garrard key

26. Laverstoke Mill Distillery Opening

27. Florence And The Machine: Logistics
• CAA have confirmed that it would be possible to work with Florence, subject to the date of the
event. She tours the US later in September 2013
• She would be available to help publicise the campaign, recording trailers and perhaps personal
messages to key trade customers
• Approx cost is £200k, plus staging and riders
• Further publicity work is subject to negotiation

28. Find The Key & Win; Clues
CLUE MECHANICS
• Clues provided by BS Imagineers (creative writers) to consumers can take many different shapes
and form,
• They can also be provided via a different mix of channels to engage as wider an audience as
possible:
• For example:
- Columnists such as Caitlin Moran or Irvine Welsh providing
clues via Twitter and The Times
- Editorial features on Dazed and Confused print, online and
blogs
- Youtube video clues provided as sponsored bloggers posts
- Audio clips provided on Spotify/Myspace – clues hidden within
songs e.g. Sia Furler, wirh 500k followers
- Ebay clue sales: Bombay bottles with scrolls inside them to be
auctioned on ebay for charity. Highest bid wins the clue, which
may help them find a key first

29. Find The Key & Win; Clues
CLUE MECHANICS
• Photos of Bombay Sapphire key graffiti leaked via Facebook, Instagram and Street Art blogs such
as Hooked

30. Find The Key & Win; iD6 Posters
• Make use of iD6 = Interactive Digital 6 sheets
• Includes such attributes as touch-screen, augmented reality, gesture control, 3G Comms,
proximity sensing, gender recognition... to name a few
• Great way of providing clues and engaging local consumers on the move
• For examples, see http://www.clearchannel.co.uk/useful-stuff/media-library/videos/
Touch-screen interaction

31. Find The Key & Win; iD6 Posters
• Plug In to listen to clues / hear music sound bites

32. Find The Key & Win; Live Events – Imagination Unlocked
• To support the Find The Key campaign, and encourage
consumer interaction we propose rolling out live pop-up events
called ‘Imagination Unlocked’
• These will be held during the promotional period, when keys are
being hunted
• Events will be hosted at secret locations around the UK, in the
vicinity to secret key locations
– Consumers with tickets to these events (won/purchased via social
media/media partners) will be sent a cryptic clues for the venue
location a week before the event
– Venue locations should be clues to the secret key locations in
themselves
– For example, an event hosted within St Barts in EC1A, where a
famous gravestone lies…
• Live events will feature acts from the Circus Of The Mind,
providing a glimpse of what is to come at the Laverstoke Mill
Opening Party
• Additional clues to the key whereabouts are released on the
night of the event, ideally by the Circus Of The Mind acts or
Imagineers in attendance

33. Find The Key & Win; Winner Videos
• Consumer-facing case studies can be created of the winners of the keys – videos that are posted
to Youtube and Facebook
• These can show:
– the behind-the-scenes work that goes into hiding each key in it’s location
– a visual/narrated journey through the clues and the reasons behind their selection
– The winner’s story; who won and how they found the key
– Hidden cameras can be set-up near some key locations and used as part of the viral video
• Slow motion showing how many people were close to the key, and who eventually located it
adBombay Sapphire – Winning Key

34. Find The Key & Win; Awareness & Coverage
Media Partners/Advertising:
PRINT
• Interested in serialising the writer’s clues as content
• Additional key / ticket prizes could be offered to readers
RADIO
• This idea lends itself equally well to radio, with the writer’s reading
their clues, and providing imaginative and interesting listening
• Either national partner, or syndicated local ads
DIGITAL
• Digital ad spend across blogs, news sites, searches
• Driving traffic to clues and to the micro-site

35. Find The Key & Win; Campaign Amplification
Motion-sensitive 48-sheet; plays headliner music and voice messages with clues

36. Find The Key & Win; On and Off-Trade
Concept 1:
• Buy a Bombay G&T, receive a digital music download on your handset
• Partner with Florence & The Machine or other key headliners from the Laverstoke Distillery
Opening to offer complimentary itunes file
• Can be applied to either purchase of G&T in bars or purchase of bottle of Bombay in off-trade
Concept 2:
• Bespoke extension of the Free Trade concept
• Buy a Bombay G&T, receive a digital clue on your mobile to the key whereabouts?
• Consumers are provided with a unique code on purchase which they must text to a shortcode
• Clues can be sent back via either SMS, MMS or even SMS with a clickable URL
Concept 3:
• Could provide On/Off-Trade partner with their own winning key(s) to the opening party event
• Keys could be digitally sent to mobile handsets upon text entry – as an ‘easter-egged’ prize
instead of clue/music download
• Additional clues could be hidden within On/Off-trade Partner social media/website/emails to
consumers

37. Find The Key & Win; Mobile App
• There is a strong case for creating a cross platform mobile app for
consumers to download to add another dimension to the treasure hunt
• It will enable consumers to interact whilst they are on the move, looking
for any clues, possible uses can include:
– Scanning trigger symbols for AR clues, (see Neon’s working EG for
Andrex)
– If we create an app there are endless opportunities to create
interactions that bring the campaign to life:
• 3D landmarks and spoken clues
• Personal messages, e.g. Florence
• Content, from our events
• Scan bottles, drinks in the off / on trade
• It could also link to Google Maps and notify users when they have been
close a clue or hidden key
• Inclusion of a mobile app is a nice-to-have dependent on budget. We
estimate £60-£80K to develop one (iPhone and android) platforms with all
the functionality that we would need (does not include app promotional
budget)

38. Viral Video Concept
• Students from the Institute of Psychology in Vienna conduct live experiment in Collective
Visualisation
Sensors are connected to capture the image
that is imagined inside the heads of those
taking part
Individuals’ brainwaves are fed into the computer
programme which has been designed to create a
composite image from all the messages that it receives

39. Viral Video Concept
Objects are passed to each member of
the group, and they are asked to
imagine what they have felt in their
minds eye
Objects are passed to each
member of the group, and they
are asked to imagine what they
have felt in their minds eye
The research team believe that this
is the first time that the power of
thought has been captured by a
computer

40. Viral Video Concept
Sometimes the signals can be surprisingly strong
www.imaginationunlocked.com

41. Proposed 2013 Timings
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Laverstoke Mill
- Global
Campaign
Planning,
Creative,
Production
Launch
Maintain Global
Opening
Event Of
Laverstoke
Mill
Laverstoke Mill
- Global
Campaign
Local: Chances to win
keys
Off-Trade Promotional Activity - neck-tag, GWP etc Off-Trade
On-Trade Sell In
Promotional Activity - POS,
listings, trade incentives etc
On-Trade
Experiential /
Events
Live Events
- Strategic & Tactical
Global
Event
Support
Experiential /
Events
Digital Hub Promotional Micro-site Digital Hub
Social Media Tease Fuel & Support Support
Ongoing Community
Management
Social Media
PR Tease
Focus
on
Launch
Drive Awareness & Hero
Winners
Global
Event
PR
Media Partners
& Advertising -
digital, radio,
print, outdoor
Drink & Promotion Focus
- National / Local
Media Partners
& Advertising -
digital, radio,
print, outdoor
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

42. Bombay Sapphire - Estimated Costs for Route 1 Lost in the Imagination
Item £
1. Campaign Design & Planning: 35,000
Concept development
Design and artwork for central elements
Activation planning
2. Digital Hub 65,000
Microsite design & build, CMS, Blog etc.
Hosting
Maintenance & social media 12,000
3. City Tour
8 x destinations, venue hire, staff, staging (8x£30K) 240,000
4. Curation / Judges:
Approx fee 36,000
5. On trade est. (depends on plan) 200,000
6. Off trade est. (depends on plan) 200,000
5. Amplification:
Media / Partnerships / PR 150,000
6. Viral Movie:
Creative 9,500
Production; Direction, shoot and edit 40,000
Seeding 15,000
7. Prize Fund:
Garrard key TBC
Other keys 2,000
Holiday prize 10,000
30 x winner packages to Laverstoke 60,000
8. Management fees
See calculation (- volume discount) 220,000
TOTAL ESTIMATE 1,294,500
Budget

43. Budget Bombay Sapphire - Estimated Costs for Route 2 – Find The Key
Item: £
1. Campaign Design & Planning: 35,000
Concept development
Design and artwork for central elements
Activation planning
Florence Global
2. Digital Hub 65,000
Microsite design & build, CMS, Blog etc.
Hosting
Maintenance & social media 12,000
3. City Tour
8 x destinations, venue hire, staff, staging (6x£20K) 120,000
Curation 20,000
4. Writers / Clues:
Av fee £6K x 8 48,000
5. On trade est. (depends on plan) 200,000
6. Off trade est. (depends on plan) 200,000
5. Amplification:
Media / Partnershipa 150,000
6. Mobile app + launch marketing 100,000
7. Viral Movie:
Creative 7,500
Production; Direction, shoot and edit 40,000
Seeding 15,000
8. Prize Fund:
Garrard key TBC
Other keys 2,000
Holiday prize 10,000
30 x winner packages to Laverstoke 60,000
9. Management fees
See calculation (- volume discount) 220,000
TOTAL 1,304,500
Florence, from
global budget, allow £275,000
Cirque style support £100,000

44. Neon Fee Calculation -
Bombay Sapphire 18th
July:
Number of Days
PLANNING ACTIVATION EVALUATION TOTAL
Daily Rate February March April May June July August Sept October
Board Director 900 5 5 5 5 2 3 2 5 5 £ 33,300.00
Account Director 750 10 10 10 21 21 21 21 21 21 £ 117,000.00
Account Manager 495 8 8 10 21 21 21 21 21 5 £ 67,320.00
Account Exec 300 8 8 10 21 21 21 21 21 10 £ 42,300.00
TOTAL Per Month 31 31 35 68 65 66 65 68 41 £ 259,920.00
Account Management