The Nothing Compares to Havana campaign was recently chosen as MediaMindâ€™s Ad of the Month.Â The ad is a clever use of rich media, providing all of the elements the user needs to interact with the brand â€“ video, a game, useful information (recipes) and a competition.Â Meet the Suddenly CPH/Isobar Denmark team behind the campaign.
What is your favorite brand experience?
Brands that dare to think out of the box and exceed the limits as well as create a WOW-effect – like never before!Â
What was the client brief for the Havana Club campaign?
The client wanted to increase the knowledge of the brand Havana Club as well as emphasize that Havana Club is a real quality product compared to the competitorsâ€™ products. All this with the Cuban life style as a pivotal point as Nothing compares to Havana.
Therefore, the client wanted a creative an interactive solution with the purpose of setting the mood around Havana Club and ensuring the branding of the product as well as driving traffic to the campaign site and the Facebook page â€“ www.facebook.com/smagenafhavana.
The campaignâ€™s primary product focus was on Havana Club 7 years and Havana Club 3 years, including the desire to take ownership of the daiquiri cocktail.
How did you decide on the concept?
We wanted to take advantage of the creative solutions offered by MSN and to drive the user into a Havana Club universe in the shape of a â€ťmicrositeâ€ť with the message that you could win a trip for two to Cuba. To keep the user in the universe, we came up with the idea to incorporate an exploring competition where the user had to interact with the product.Â
What role did MediaMind play in the campaign?
MediaMind was very flexible and a huge help in terms of the implementation of the campaign on MSN. (Thanks Billy!)Â
What was the clientâ€™s reaction to the campaign? What feedback have they received?
The client was very enthusiastic and we have in general received a lot of positive feedback. Â Â Â Â Â Â Â Â Â
How did you start working in digital advertising?
Mads: â€śIâ€™m a fully qualified art director and started out in print, BUT was convinced that the challenges and the future are in Digital â€“ an area which is in constant development.â€ť
What is your idea of the perfect work day?
Chris:â€ťTo work with a campaign that challenges me on a creative level and that allows me to leave my mark and be innovative. A day without deadlines, lots of cake and to win a set of fussballJ
When does your muse visit you?
When we expect it the least J:)
Isobar Team members:
Project Manager: Tenna Fonnesbo
Concept Development: Chris Leon, Mads Egevang, Mikkel Lund Clausen and Tenna Fonnesbo
Design: Mads Egevang
Flash: Chris Leon and Jacob Solander