The Brief:
Cow was tasked with increasing brand awareness and driving trial and loyalty amongst young, party-loving clubbers by delivering a music-based BACARDI consumer experience.
What we did:
With the BACARDI brand message – it started with a party – as platform, we set out to create the ultimate party starting machines. Mobile units that could rock up anywhere, carrying whatever is needed to start a killer party!
We drew inspiration from the sound system culture of the ghettos of Kingston, Jamaica to conceptualise the BACARDI Groova Vans. First, 1970s era VW Campers were sourced, completely refurbished and then uniquely customised to transform them into booming modern-day sound systems.
Each Groova Van impressively opens up at the press of a button, revealing a stage and sound system able to throw a party for 100-500 people at a time, depending on the configuration.
The Groova Vans were launched at the BACARDI Mix Masters Party in Dream Factory in Cape Town and featured the AMAkings DJs. To create hype for the launch, BACARDI Groova teaser videos were uploaded on BACARDI’s Facebook Page and shared on Twitter.
The results:
The launch event saw a packed venue that included key media personalities and Cape Town socialites. Since then, the Groova Vans have toured nationally and got the party started at top nightlife venues such as Mzoli’s, The Assembly, Café Caprice, News Café, Chaf Pozi and Cafe Vacca Matta. The Groova also had the crowd jumping at the Synergy Live festival.
The BACARDI Groova campaign was considered a huge success and generated a great deal of publicity for the brand, apart from also being a unique mobile platform for brand activations.