Grand Marnier Launches Sunset Taker App As Part of New Campaign
Dexigner.com, 16.06.11
Ad agency Isobel have created a unique new app for Grand Marnier which creates perfect sunset pictures even when there’s no sun. The Sunset Taker app provides a number of tools to manipulate new and/or existing images including saturation and variable sunset effects plus a range of bespoke flares which can be scaled, rotated and positioned.
“The Sunset Taker app is great fun and is the basis of a genuinely engaging social media campaign with the newly positioned Grand Marnier brand at the centre,” said Rob Fletcher, Creative Partner, Isobel. “Each asset we’ve created - be it an iPhone application or a website that champions UGC allows users to create and share Grand Marnier content with their wider friendship group.”
The app is part of an integrated campaign created by Isobel for Grand Marnier called “Welcome To The Sunset Hour” which aims to introduce Grand Marnier to a new younger, style-conscious audience.
“We needed to take Grand Marnier out of the cupboard, dust it down and put it at the centre of time spent with friends - sociable and fun. We hit on the idea of aligning Grand Marnier with the ‘golden’ hours between work and home. That time with mates and colleagues that signifies the shift from work time to me time,” explained Fletcher.
“Across Europe, Grand Marnier is a brand that benefits from great awareness, quality and authenticity credentials, but does not appeal enough to 30-35 yo consumers,” said Cedric Petit, Marketing Director at Grand Mariner. “Our main challenge with this brief was to emotionally engage our target consumer to the brand, while delivering very clearly a functional message focused on long drink usage at a pre dinner occasion. We are convinced that the ‘Sunset Hour’ creative idea created by Isobel meets this challenge and will help accelerate the new momentum of the brand in Europe.”
The campaign also includes a 48-sheet and 6-sheet outdoor print campaign.
Grand Marnier Launches Sunset Taker App As Part of New Campaign
Dexigner.com, 16.06.11
Ad agency Isobel have created a unique new app for Grand Marnier which creates perfect sunset pictures even when there’s no sun. The Sunset Taker app provides a number of tools to manipulate new and/or existing images including saturation and variable sunset effects plus a range of bespoke flares which can be scaled, rotated and positioned.
“The Sunset Taker app is great fun and is the basis of a genuinely engaging social media campaign with the newly positioned Grand Marnier brand at the centre,” said Rob Fletcher, Creative Partner, Isobel. “Each asset we’ve created - be it an iPhone application or a website that champions UGC allows users to create and share Grand Marnier content with their wider friendship group.”
The app is part of an integrated campaign created by Isobel for Grand Marnier called “Welcome To The Sunset Hour” which aims to introduce Grand Marnier to a new younger, style-conscious audience.
“We needed to take Grand Marnier out of the cupboard, dust it down and put it at the centre of time spent with friends - sociable and fun. We hit on the idea of aligning Grand Marnier with the ‘golden’ hours between work and home. That time with mates and colleagues that signifies the shift from work time to me time,” explained Fletcher.
“Across Europe, Grand Marnier is a brand that benefits from great awareness, quality and authenticity credentials, but does not appeal enough to 30-35 yo consumers,” said Cedric Petit, Marketing Director at Grand Mariner. “Our main challenge with this brief was to emotionally engage our target consumer to the brand, while delivering very clearly a functional message focused on long drink usage at a pre dinner occasion. We are convinced that the ‘Sunset Hour’ creative idea created by Isobel meets this challenge and will help accelerate the new momentum of the brand in Europe.”
The campaign also includes a 48-sheet and 6-sheet outdoor print campaign.
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