We needed to develop a digital campaign that could build awareness and develop comprehension of the new effort while supporting sales on and off premise. And all of this during Stoli’s most competitive season of the year.

We planned a campaign that would balance Reach and Impact with a first to market use of technology to break through and engage millennial males.

Our key insight? Stoli’s primary target, men 25-34, whom we dubbed the “Authentic Experiencers,” are consuming video less on TV and more on the internet.

Given how mobile is a core part of the millennial male’s daily life, we looked to leverage the device in a new and dynamic way. We used haptic technology (powered by Immersion’s TouchSenseTM technology) in a creative and contagious way, leveraging Stoli’s unique point of view on music, lifestyle, entertainment and news, on platforms that Authentic Experiencers use regularly. This technology enabled Stoli to power mobile campaigns with motion-sensitive technology and allowed mobile users to really feel what a particular action from the campaign creative felt like. The enhanced video experience aligned vibrating motion with Stoli’s animated shorts video creative. In addition to leveraging touch within mobile creative, the dynamic end card encouraged deeper engagement by allowing users to shake the device in a tilting motion, which opened a gallery of cocktail recipes alongside a real-time Instagram feed.

Precision targeting, inclusive of behavioral, demo, and purchase based to get closer to Stoli’s target audience was also layered onto the innovative creative.

Leveraging haptic technology provided Stoli a unique first to market opportunity to plug into tactile technology to intently engage with key consumers. Overall, the campaign drove an awareness lift of 6.6% combined with strong frontend media metrics such as video completes, time spent, and average viewer repeats that far exceeded campaign benchmarks. Most notably, haptic video technology achieved 45% higher engagement rates on average than with non-haptic videos indicating the tactile technology is one to continue testing for future initiatives.