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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:
Baileys is an iconic Irish brand that is synonymous with Christmas.

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.