British Academy Film Awards with DISARONNO

Challenge

Demonstrate DISARONNO’s commitment to cinema by engaging consumers and media with the British Academy Film Awards sponsorship
British Academy Film Awards DISARONNO After-Party

Solution

  • Negotiated a prized spot on the event’s red carpet after the awards. This put DISARONNO in an ideal position to gather content
  • Commissioned TV Presenter Emma Willis to host DISARONNO’s content from the red carpet and this was edited onsite and premiered live on Facebook within 30 minutes
  • Secured red carpet interviews from multi-award winning Jean Dujardin (Best Actor – The Artist) Tilda Swinton, Chris O’Dowd, Hayley Atwell, Naomi Harris, Charles Worthington and Eddie Redmayne
  • This resulted in the DISARONNO Facebook growing by over 150,000 consumers, 20% of which were based in the UK
  • Targeted interviews with Emma; OK, msn, Cosmopolitan and AOL’s MyDaily
  • Hosted media at the ceremony, resulting in coverage in Daily Telegraph, Daily Mail online, Look, Grazia, Hello, OK, Esquire, Harpers Bazaar and Vogue Online
  • Created a signature serve called the DISARONNO Diva; Foodies, Cosmo online, Company online, Lancashire Evening Post, Manchester Evening News and Shropshire Star.
  • This could be the beginning of a beautiful friendship…
  • Results

  • BAFTA activity saw sales in Q1 increase +11% year on year
  • Showcased DISARONNO as a heavyweight in the film territory, aligning it with credible partners
  • Over 345 million had the opportunity to see branded coverage of DISARONNO’s sponsorship
  • Delivered an additional 150,000 consumers on Facebook
  • Generated a 25% increase in followers on twitter
  • Sampled over 8,000 DISARONNO cocktails, and educated on how to build them at home
  • "House PR have taken a brief and brought it to life in a way that adds value to the consumer experience through compelling and exciting activity. Demonstrating exceptional creativity, business awareness and fantastic event management House PR delivered the DISARONNO/BAFTA partnership in a way that brought the best out of all parties and created a piece of work that activated all channels perfectly in line with the brand and that was truly ‘best in class'."
    Will Thompson, Brand Manager