Finalist
Audio & Radio
Creativity in Commerce
Entrant: | VML, London |
Brand: | Baileys |
Title: | "Sounds Scales" |
Corporate Name of Client: | Diageo |
Diageo Ireland Marketing Manager, Spirits: | Lorna Begley |
Diageo Ireland Consumer & Shopper Planning Manager: | Jamie Fulham |
Diageo Ireland Digital Brand Manager: | Elisabeth Moloney |
Diageo Ireland eCommerce Manager: | Mafer Alvarez |
Diageo Ireland Head of Spirits: | Sorcha NiChleirigh |
Diageo Ireland Marketing Director: | Hilary Quinn |
Baileys Global Marketing Manager: | Alexa Wolff |
Baileys Global Head of Digital & Data: | Sarah Fleury |
Baileys Global Marketing Director: | Paul Carton |
Media Company: | PHD, London |
Agency: | VML, London/VML, New York |
Global Chief Creative Officer: | Debbi Vandeven |
Global Chief Creative Officer Innovation: | Bas Korsten |
Chief Creative Officers: | Manuel Borde/Jaime Mandelbaum |
Executive Creative Director: | Marco Bezerra |
Creative Director: | Maggie McKeon |
Creative Directors - Art: | Tomas Lavagno/Greg Saynor/David Pinilla |
Creative Director - Copy: | Sebastian Cuevas |
Associate Creative Director: | Nika Mikhaylov |
Agency Experience Design Creative Director: | David Savage |
Senior Copywriter: | Matthew Benney |
Senior Art Directors: | Di Monks/Brendan Howell/Lindsay Weinberg |
Agency Producer: | Maddie Ramsay |
Agency Motion Designers: | Jonhatan Bolivar/Dariel Bogota/Lucas Pimenta |
Agency Technical Director: | Michael May |
Agency UX Director: | Iain Beal |
Agency UI Designer: | Christian Martin |
Agency Head of Innovation: | Darren Burdock-Latter |
Agency Senior Project Manager: | Marc Saban |
Agency Associate Project Management Director: | Thomas Mercurio |
Agency Project Manager: | Gen Hill |
Agency Senior Fullstack Developer & Lead Developer of Project: | Jake Swiatek |
Agency Senior Fullstack Developer: | Will Phillips |
Agency Global Director of Creative Excellence: | Jamie Anning |
Agency Global Creative Commerce Operations Director: | David Cofrancesco |
Agency Global Creative Commerce Operations Coordinator: | Philip Nash |
Agency Strategy Director: | Emmanuel Xirogiannis |
Agency Business Director: | Matt Puddephat |
Agency Account Director: | Nicole Cheeseman |
Agency Planning Director: | Ewa Nuckey |
Agency Chief Commerce Officer: | Debbie Ellison |
Agency Associate PR Director: | Billi Hatfield |
Director - Hello Love: | Santiago Burin des Roziers |
Producer - Hello Love: | Finn James |
Director of Photography - Hello Love: | Santiago Beraldo de Quiros |
Description:
But once the Christmas decorations have been packed away and the new year rolls into view, Baileys gets forgotten. It's put at the back of the cupboard as consumers move on to other treats.
And the iconic black bottle makes it hard for consumers to understand just how much delicious Baileys they have left. Our brief was to get adult drinkers who have forgotten how much they enjoy the delicious taste of a Baileys treat, to take their Baileys out of the cupboard and enjoy it on more adult treating occasions outside of Christmas.
Baileys Sound Scales is a mobile experience that allows consumers to know how much is left in the dark thick glass bottle of Baileys. A physical+Digital brand interaction that unlocks product recipes and offers. When a user lands on the Baileys Sound Scales experience on their phone, they are asked to select a bottle size (750ml or lit) and blow across the top of their bottle. The amount of liquid left is calculated by the pitch of the sound the bottle makes when blown. If there is plenty of liquid left, they are served a delicious recipe to make at home with friends and family. If they've almost run out, they are offered a discount code to encourage repeat purchase.
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.