Grey Goose - Contributing to culture in a meaningful way
Grey Goose wanted to boost their cultural cache; to increase positive awareness and ultimately improve on purchase intent. The brand had previously been linked with film, but it was no longer enough to show up along-side film. The brief to us was to help Grey Goose build a more meaningful relationship with film and help boost consumers consideration of the brand.
To capture an audiences’ attention, a brand can no longer simply be present in culture, but it needs to contribute to culture and entertain the audience. Our creative development process stress tested various strategic avenues, investigating how the brand could balance the need to both contribute meaningfully, in a way that felt authentic, but also in a way that felt fresh and exciting for the brand.
The solution was ‘Off Script’ a film-focused chat show, hosted by Jamie Foxx, alongside A-list Hollywood talent. Hosted on Facebook, the show was set in a Grey Goose Winnebago, with a branded cocktail bar and conversations centred around the films that shaped their careers and the latest releases they were promoting. We saw the latter as being vital, as it meant talent negotiations were not traditional advertising deals, but rather a value exchange agreements more synonymous to entertainment deals.
To capture an audiences’ attention, a brand can no longer simply be present in culture, but it needs to contribute to culture and entertain the audience. Our creative development process stress tested various strategic avenues, investigating how the brand could balance the need to both contribute meaningfully, in a way that felt authentic, but also in a way that felt fresh and exciting for the brand.
The solution was ‘Off Script’ a film-focused chat show, hosted by Jamie Foxx, alongside A-list Hollywood talent. Hosted on Facebook, the show was set in a Grey Goose Winnebago, with a branded cocktail bar and conversations centred around the films that shaped their careers and the latest releases they were promoting. We saw the latter as being vital, as it meant talent negotiations were not traditional advertising deals, but rather a value exchange agreements more synonymous to entertainment deals.
In both developing the creative and crafting the final proposal and project plan, we leveraged the team in LA for their Hollywood connections, framing the project as entertainment rather than advertising. Once creative was agreed, my focus was in developing the scope of work and production plan, in doing so, ensuring the details were meticulous, with flexibility to allow for last minute talent opportunities along the way.
The results demonstrated the power of entertainment. The show, aided by a robust ecosystem, received a total view count of 50million, with an average viewing time of 7.5 minutes. The project attracted 2 billion press impressions in addition to a feature on Good Morning America. As a result, the brand saw a 12% uplift in purchase intent and a 51% increase in unaided brand awareness for those who have been exposed to the campaign.
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Agency: Sunshine
Production & Media Partners: Group Nine Media/JASH and Oath
Talent: Jamie Foxx, Dwayne Johnson, Denzel Washington, Gabrialle Union, Melissa McCarthy, Benicio Del Toro, Jeremy Renner, Sarah Silverman, Vince Vaugh, Chadwick Boseman.