Project Summary
A high-level assessment of the project and how it demonstrates the company’s ability to deliver high quality projects based on the services rendered.
Project Details (Points/Writeup)
A high-level assessment of the project and how it demonstrates the company’s ability to deliver high quality projects based on the services rendered.
Services:
• Brand Development
• Digital Transformation
• Event Management
• Image Management
• Innovation & Insights
• Social Media Management
Client:
Carib
Industry:
Food & Beverage
Date:
2021
The Challenge | Scenario
The Caribbean region comprises several islands scattered across the Caribbean sea, each further separated by its own individual national identity. Each island carries its own national flag, anthem and fiercely proud inhabitants. So the word Caribbean, to someone born in this region, may merely be just a geographical expression that does not necessarily invoke a sense of collective, regional connection immediately.
We had to create and evoke a strong emotional connection and sense of belonging among the Caribbean audience while proudly portraying the vibrancy and cultural richness of this picturesque region as an invitation to the international audience to experience “the world’s most exciting playground.”
The Solution
Against this background, the solution involved visually, musically and emotionally bringing together each territory in this region, and defining a collective Caribbean identity, and proclaiming it to the world, in the voice of the authentic brew of the region, Carib Lager Beer.
We used our deeply introspective methodology, Intangience™ to arrive at the strategy we would use to execute the campaign: These shaped the emergent insight to be:
“Everyone wants to belong to something great”.
To inspire the desire to be part of something great, we introduced a simple, thought provoking expression to immediately stir emotion and resonate with everyone. This phrase was, “CAN YOU FEEL IT?”
To manifest these, the underlying strategy was not to focus on the Carib Beer product or its attributes, but on its intangible value as the embodiment of the joyous, liberating lifestyle, energy and spirit of the Caribbean, which we wanted everyone to feel, beyond the brand itself.
Playlist
Animations
BTS
Teasers
Results
Once the Carib Global campaign launch went live with the “Can You Feel It” music video, it created positive disruption for CARIB Brewery’s business, resulting in an increase in consumer interaction with the overall Carib Brand, including heightened awareness of the new Carib Brand packaging and launch of its premium line, Carib Blue Premium Lager. The impressive market response via heightened top of mind awareness, first preference and differentiation for the Carib brand, was lauded by the brand owners and executives of Carib Brewery:
“The Can you feel it?” campaign that launched our Carib brew push into the U.S. market exceeded expectations in the way it resonated. While we have produced some memorable campaigns in the past 75 year history of our Brewery, I don’t think anything has been as significant, measured by impact and response. The Intangience™ methodology that informed this strategy and execution hit every touchpoint identified.”
“The response to the Carib Can you feel it ? campaign has been overwhelming. It has met and exceeded every objective in making our most dramatic and engaging entry into the U.S. market. What is remarkable is this has been achieved while bringing together the Caribbean’s individual national identities through a singular platform of regional pride embodied in Carib through this campaign.”
Growing in popularity on local, regional and international music platforms and gaining over 24 million views on You Tube as well as other channels, Carib’s “Can You Feel It?” Video campaign has been inspiring the hearts, imagination and desire of everyone to be a part of it and own the moment.
The national flags portrayed in the music video evoked a sense of connection and belonging among the millions of viewers who proudly and passionately wanted to be a part of the global Caribbean celebration. The region was unified in a way never seen before. The feeling itself which Carib created, became the platform upon which the brand could make its grand authentic Caribbean entrance to the massive U.S. market.
Calls were coming in from international hotel chains, tourism officials and major event producers, all impressed with what they viewed as a world-class campaign, and wanting to incorporate the music video with its massive appeal as part of their platforms from as far afield as Dubai. The world was responding to the music and captivating images of Caribbean culture.
By all accounts, it was clear that the campaign strategy based on the Intangience™ insight, “Everyone wants to be part of something great”, was actualised in reality, by the impact that the music video had in creating awareness, engagement, pride, a sense of and desire for belonging. For the Carib Brand, this meant an opening up of new opportunities to expand its presence in both Caribbean and global markets.
All in all, Carib had achieved its objective, to make itself known as the true embodiment of the Caribbean experience to the world.
2021
Best of Show
2021
Best Integrated Campaign
2021
