DISARONNO

Challenge

For the second year DISARONNO hosted the official after-party at the EE British Academy Film Awards with performances from Noisettes and Rick Edwards hosting the Grosvenor House red carpet. House PR was tasked with demonstrating DISARONNO’s on-going commitment to cinema by engaging consumers and media with their role as host of the official after-party of the EE British Academy Film Awards through a captivating 360⁰ campaign.
©Jeff Spicer/House PR 10/02/2013Bafta DISARONNO After Part, London

Solution

  • Negotiated an exclusive prized spot on the after-party red carpet. This put DISARONNO in an ideal position to gather content that no other brand could capture
  • Commissioned British TV Presenter Rick Edwards to present DISARONNO’s content - edited onsite and uploaded to YouTube and Facebook straight away to capitalise on high digital traffic on event night
  • Secured red carpet interviews from talent including Samuel L Jackson, Paloma Faith, Jeremy Irvine, Tom Hiddleston, Hayley Atwell and Alice Eve further cementing the brand’s access to A-list talent
  • Commissioned British band Noisettes to perform at the after-party - secured social media support and media interview time with them to drive brand owned content in a busy space
  • Created a bespoke serve called the DISARONNO BAFTA Originale to allow liquid messaging and provide opportunity to engage media with a flavour of the event in advance
  • Secured UK blogger FiveFiveFabulous to report from the awards red carpet for DISARONNO to ensure all aspects of the event were covered by an authentic media voice for the brand
  • Full activation and alignment of all content across the UK DISARONNO Twitter, Facebook and YouTube to drive more followers
  • Hosted a screening event of the ceremony at BAFTA HQ for trade and media guests to demonstrate close association with the organisation
  • Art-directed the production of all brand assets ensuring strong messaging and design supported wider brand position
  • Collaborated with credible partners to increase brand awareness – Hotel Chocolat, Hackett, InStyle, Asprey
  • Results

  • Showcased DISARONNO as a heavyweight in the film territory, aligning it with credible partners and talent
  • DISARONNO Facebook increased by over 37,200 new UK followers
  • Hosted 25 titles at event, building relationships for the brand with target media
  • 90 pieces of coverage secured through 11 talent interviews including key targets of Metro, Press Association, Bang Showbiz, MyDaily
  • 84 pieces of post-event coverage secured including Daily Mirror, MailOnline, The Daily Telegraph, OK!, Hello, Grazia
  • Over 394 million OTS for branded coverage of DISARONNO’s sponsorship
  • Increase of more than 140 pieces of branded coverage in comparison with previous year
  • Generated a 97% increase in followers on the DISARONNO UK Twitter account
  • Total ROI of 12:1
  • "House PR went above and beyond in elevating the DISARONNO/BAFTA partnership for the second year running, managing to not only beat their outstanding coverage results from 2012, but also double the ROI KPI we set them. House PR thought of everything, making my life as a client as stress-free as the run up to such a big brand campaign can be. "
    Will Thompson, Senior Brand Manager at First Drinks