SapientNitro Sydney invites punters to create, open and run their own pub for Drambuie
SapientNitro Sydney and global spirit brand Drambuie have launched a new campaign that will give consumers one shot to create, open and run their own bar in a competition called The Premise. Aimed at bringing a new generation of spirit drinkers to the Drambuie brand it is their first major campaign to be launched in Australia in recent years. The idea is to help make someone’s desire of owning their own bar a reality while encouraging them to draw inspiration from the Drambuie brand values of risk, rebellion, passion and mystery within their bar concept.
As Alison Sinclair, senior brand manager for Drambuie, explains: “The Premise is all about recognising creativity and inspiration and giving entrants the opportunity to channel their ambition and passion into creating a one-of-a-kind bar. We’re looking for a unique bar idea, but one that’s matched by commercial savvy.”
The multi-channel, interactive campaign will be executed through ambient, social and digital media channels in addition to support via an integrated PR and trade program. The campaign will run from June to October this year and entrants will be accepted via the website www.thepremise.com.au.
Competition entrants will be asked to provide a unique bar idea that is creative and commercially viable. Ideas will be open to public vote and evaluated by a panel of judges. Shortlisted finalists will be mentored by industry professionals to further develop their concepts. The winner will have full control over the project and will name, theme, design and promote the bar. They’ll be provided with everything needed to open and run a bar for a minimum of nine nights of trading over a three week period in October 2010. In addition the winner will also be awarded with a $10,000 cash prize to acknowledge their effort and creativity.
“This campaign gives us the opportunity to highlight Drambuie’s versatility as a credible, mixable spirit and an ‘all occasions’ drink for young urban males” says SapientNitro Sydney managing director, Stuart Poignand. “Drambuie were very clear that they wanted to offer a genuine experience, one that would inspire people to break out of the daily grind. We believe this campaign does that.”
Credits
Creative: Matt Arbon, Ali Addlem, Garth Sykes
Account Service: Marina Earp
11 Comments
Zzzzzzzzzzzzzzz
Not as funny as… http://www.youtube.com/watch?v=P24dAztkqZo
First thought
Geez another competition from SapientNitro. The Premise???
Should have called it, ‘The Best Bar in The World’
This idea does nothing for the brand. There’s no brand ownership. You could swap the Drambuie logo for Midori or Baileys or Frangelico or Jaegermeister etc etc.
Plus who wants to run their own bar when you can own one. Should have got John Ibrahim (Underbelly) as your strategist.
I think it’s good. Making me want to buy a bottle after seeing those recipe’s.
Yes, it’s all been done before, but so has pretty much every recent ‘participation’ idea.
And they don’t work.
Heck, the recent EOS Photochains thing that won big at Cannes has a total of 24 participators on its Hero chain. Pepsi has given away millions in their Refresh campaign to attract a few thousand twitter followers. The Tap Project won a few Grand Prix, and raised $100,000 according to Unicef. Picnic succeeded only in running hundreds of awful ads.
Blah blah blah.
However, if you are going to do this kind of derivative crap, at least make some kind of attempt to pretend it may be aimed at sales rather than your next gig.
I assume the campaign is aimed at increasing the paucity of Drambuie drinkers. So maybe they should be mentioned somewhere on the site? Maybe the entries should be inspired by the Drambuie ethos? Maybe there should be some kind of brief? Maybe the agency should remove their entries?
Maybe there should be a mechanism beyond their site and this one that will inform people of what is going on?
Like, heaven forbid, advertising.
So I’m going to give you my awesome idea for a concept bar where marketers can watch donkeys getting whipped while sipping a magic baboon elixir for free?
No thanks.
Awesome site. Ideas got potential but success will depend on the winner. I’ve seen this blogged around a bit though so it seems to be giving the brand some exposure.
The bar industry is one of the shadiest when it comes to stealing ideas. We’re so protective of our idea yet we expect this audience to freely display theirs? I would have entered but they lost me on everyone else being able to view it. I’ll keep my ideas to myself thanks.
Dreadful .
There is a real insight that everyone has an idea for a great bar concept. And I get that this appealed to the client as they were trying to push versatility however a quick visit to the site shows how dull the concepts are when you try and translate this thought to this medium.
Perhaps the real insight is that they pushed online engagement as an mandatory to showcase this agency’s expertise.
Carl is right – they should have done an ad.
This will die a death quickly.