We collaborated with Spotify and Vevo and leveraged an association with Ibiza Rocks, to provide content all summer long, including exclusive playlists, bar locators, money-can’t-buy tickets to secret gigs and highly-desirable prizes. This enabled data collection.

The dynamic digital nature of our media plan allowed us to constantly optimise and amplify the campaign with innovative use of Digital Outdoor, VOD, PPC, and Mobile & Desktop Display, including media first formats to maximise stand out.

This was then activated by Malibu in the On and Off trade, taking campaign collateral into these environments and leveraging the new contacts via eCRM.

The results were a scorching success.

Our media increased the key metric ‘My Choice of Brand for Summer’ by +7% amongst 18-24 year olds.

Overall, the initiative drove significant business benefits.

Firstly, it helped stem the volume decline in the On Trade for the first time in 4 years and returned to volume growth of 3%.

Secondly, the campaign contributed to Off Trade sales uplifts in key supermarket retailers:

• Sainsbury’s +21%

• Tesco +62%

• Asda +38%

For Malibu, 2014 really was the Best Summer Ever.