Baileys - "Sound Scales (130s)" by Epica Awards 2024
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| Title | Sound Scales (130s) |
| Brief | Baileys speaks to all adults who are legally allowed to purchase alcohol.Whilst usage of Baileys peaks at Christmas, encouraging consumption outside of the holidays is more difficult. Even with plenty of ways to indulge in Baileys all year round for dessert making. So most of the bottles are stored in shelves until the following Christmas.To encourage people to reach into their cupboards and re-engage with Baileys, we knew we needed to take an innovative approach that played into a legitimate consumer barrier to using the product.Social data showed that the iconic black bottle of Baileys had a downside; it can make understanding how much liquid you have left… quite tricky.Our approach was to create a solution to this age-old question paired with recipes and offers, and an excuse for people to take their Baileys Bottles out of the cupboard.Measuring the pitch of the sound wave generated by the user blowing over the top of the bottle, Sound Scales can measure the amount left in the bottle, accurate to 50ml of liquid (just over a shot of Baileys).To bring it to life, we created a model data set of every frequency resonance of Baileys Bottles and we tuned our webapp to listen for those frequencies, after a lot of testing, we were able to figure out that we could reliably get down to 50ML of increments of volume, the smaller the volume of liquid, the larger the frequency.To launch Sound Scales we created a PR and social media strategy that included content on facebook and instagram as well as influencer creator posts across instagram and tiktok. |
| Agency | VML |
| Campaign | Sound Scales, Baileys/Diageo |
| Advertiser | Diageo |
| Brand | Baileys |
| Date of First Broadcast/Publication | Subscribers Only |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type | Digital |
| Length | |
| Chief Creative Officer | R..n M....us Subscribers Only |
| Global Chief Creative Officer | D...i Va....en Subscribers Only |
| Executive Creative Director | M...o B....ra Subscribers Only |