In 2012, Martini launched a new cocktail: the Martini Royale. To accompany the launch we devised and presented the concept of the “Royale Places: the right cocktail in the right place” on all our online and offline supports throughout 2012.
A mobile experience
A vast media campaign inviting the public to try the new Martini Royale was launched. The trade titles redirect to the mobile-optimized site that immerses the user in the cocktail experience, with a surprisingly simple interaction design that won an FWA Mobile award.
The Royale Places
A banner campaign relayed the concept by presenting the cocktail in a fun and interactive manner. The experience was presented throughout the Martini digital ecosystem and linked to the most trendy places to try a Martini Royale, the “Royale Places”.
Finally, to complete the project we selected the famous Terrazza Martini: a Martini Royale pop-up bar, accessible only to a lucky few who were recruited via the web