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BRIEF

Create a brand experience that celebrates MARTINI’s campaign idea Let’s Make Time beyond traditional advertising. 

INSIGHT

The older millennials get, the harder it is to find time to enjoy some quality time with friends. Everyday quotidian gets in the way of prioritizing some ‘fun’ times. 

CREATIVE CONCEPT 

The Let’s Make Memories. Let’s Make Time Campaign focuses on providing a place for friends to gather to spend quality time together during aperitivo. This campaign is visually led, to make an impact as the campaign enters different cities across Europe. We make the connection between aperitif and Martini Time, while creating a deeper appreciation for friendship, and a warm, positive connection with the brand across all touchpoints. 

Martini Towers

The focal point of the campaign is the Fiero Friday Surprise Experience - a chance to win a private Martini bar for the evening to spend time with friends. However, to make our presence known Martini will start this campaign with a highly visible entry into the market. Starting in Italy and progressing across cities in Europe we will transform non-religious clock towers to look like Fiero bottles.

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Martini Time Bars

Martini Time bars will appear around these cities. These simple outdoor bars are fully stocked with Martini products and appetisers, ready to host people during Aperitivo. Their mobile nature means they can travel around the country bringing Martini Time to many cities, and of course appear wherever is needed for the Fiero Friday Surprise Experience.

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Social Media

To have a two-way conversation about Martini Time and the importance of quality time with friends, we take to social media. People sharing their stories generates earned media and spreads the #LetsMakeTime message further. Winning the Fiero Friday competition puts Martini at the heart of a great experience and, in time, a fond memory.

Billboards

Billboards are positioned high up to be seen from a distance, adding the Martini colours and message to the skyline. During the evening the sun casts a shadow on the billboard which reveals friends celebrating with Fiero. This shadow art coincides with the clocktowers making noise and showering confetti, to demonstrate that this is the start of Aperitivo – a time which should be spent with friends.

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