Enhancing reality using new technology is always fun (numerous campaigns with QR-codes, which have been gaining momentum over the last months prove this). But this ‘code’ way of adding new features to the surrounding world is not the only way to make it look different: recently, Grand Marnier launched a new integrated campaign ‘Welcome To The Sunset Hour,’ which includes an innovative new app, enabling users to turn any picture on their phone into a sunset photo.
The campaign, which was developed by Isobel and launched last week in major European cities, is targeting younger generation of consumers, who want to experience the great taste and feel the stylish nature of the iconic liquor Grand Marnier, and that’s why the new positioning had to resonate with the target audience’s life attitude—be a bit romantic and focused on sociable lifestyle.
“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,” commented Rob Fletcher, Creative Partner, Isobel.
Young people like taking photos, and since the new campaign is targeted primarily at consumers in their 30-ies, Grand Marnier decided to build the digital element of the new marketing push on this ‘photo’ passion. The brand released a new app, Sunset Taker, which can be downloaded from the iPhone app store, helps turn any picture you take into a sunset photo, adding everything needed like golden shades or sunbeams and other sunset effects by using a range of tools. In addition to photo-changing features, the app provides six Grand Marnier Sunset Hour long-drink recipes and ingredients to make a party or just a few hours before going home from work.
“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. 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 and unlock the sacred ‘earned media,” Rob Fletcher continued.
Along with the app, outdoor prints (48-sheet and 6-sheet) and press as well as a new website were also developed for the marketing push.