Friday, 24 November 2017

Malibu selects Havas, Millennial Media for mobile video campaign

Millennial Media
Thursday 31 July 14

Malibu, the UK’s number one coconut rum, has announced it is working with Havas Media and leading mobile advertising platform company Millennial Media to deliver a brand-focused mobile video campaign for its 'Best Summer Ever Project'. Using a combination of Millennial Media’s data and video technologies…

Malibu, the UK’s number one coconut rum, has announced it is working with Havas Media and leading mobile advertising platform company Millennial Media to deliver a brand-focused mobile video campaign for its 'Best Summer Ever Project'. Using a combination of Millennial Media’s data and video technologies, Malibu will be able to target men and women in the UK aged 18-34, across music and social interests – and open a mobile dialogue as they enjoy the summer season.

The campaign is being deployed by Havas Media using Millennial Media ad units Video TICKER, a global media first, and Video TOGGLE, a UK media first.

Running on smartphones, Video TICKER enables Malibu to integrate time-specific, location-based information from data feeds in a ticker format.

Video TOGGLE provides Malibu with the ability to display three different videos on tablet, customising brand interaction with multiple content and messages. All branded videos will link to the Best Summer Ever competition to drive further consumer engagement with the campaign.

The campaign is seeking to drive high engagement and completed views for brand videos. To provide added value to Malibu, the mobile campaign will also re-target users who have completed video views with standard banners.

Adam Boita, Marketing Controller at Pernod Ricard UK said, "When you combine the rich storytelling of video with the interaction and engagement of mobile, we can ensure Malibu is front of mind for consumers during a crucial activity period. Millennial Media and Havas Media have worked together to deliver a genuinely innovative campaign that we’re tremendously excited to see in action over the summer months.”

“Demonstrating a bold approach by Pernod Ricard and deep understanding of its consumers, Malibu’s digital content-led approach lends itself extremely well to mobile devices and audiences,” added Zac Pinkham, Managing Director EMEA, of Millennial Media. “Our video products are designed to naturally fit into the consumer app experience and leverage the different tablet and smartphone canvases. The results, which can be seen for Malibu’s Best Summer Ever campaign, are a rich and engaging experience for the consumer that creates a real connection with the brand.”


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