Diageo – Rum Pampero summer activation

Goals

• Invite consumers to try Pampero cocktails and “rituals”;
• Engage managers by driving traffic to their venues (nightclubs, American bars, pubs), stimulating sell-out.

Solutions

• Road show for three consecutive summers in over 250 nightclubs throughout Italy, each lasting two months;
• 7 crews consisting of a team leader and 3-5 hostesses (depending on the size of the venue), who had Pampero vehicles at their disposal with promotional materials (flags, banquets, photo lab, gadgets, etc.);
• Street marketing No. 22 shutters for flagship pubs.

Results

• Over 100,000 drinks sold in clubs;
• 8,000 photos uploaded to the website in one year;
• A total of 300,000 contacts.