The marketing team for Jameson Irish Whiskey asked MBM to bring their target consumer to life… And that's exactly what we did!
We Love a tight deadline and they don't get much tighter than this. We took the whole project from conception to completion in 3 months so that Jameson could showcase the products on Perno island at the annual global perno ricard conference!
In 2017 IDL produced global reports defining characteristics of the Jameson’s core demographic, called the L.A.D.S. Understanding these Laid back Appreciators and Down to earth Socials is key to successfully marketing their brand.
The executives at Jameson needed to turn the in depth data from these international reports spanning four continents into a more accessible format for the global team at Pernod RIcard.
We worked closely with IDL to innovate the repackaging of the data on L.A.D.S. adopting a multifaceted approach to bringing this consumer to life in the digital sphere.
We produced a 3 minute film adopting a day-in-the-life-of narrative, which followed the L.A.D.S from his home though to a night out with his friends... We distilled the information in reports through a layered approach; a visual narrative was supplemented by voice over motion graphics culmination in breaking the fourth wall to adress the viewer and tie directly into the Virtual Reaality experiece. The film serves as an introduction to the LADS and the user is propmted directly by the lad to pick up the story in the virtual reality experience.
We cast the net wide during the casting process to find our lead and supporting cast who form a vital part of the L.A.D.S. story and provide us with cross platform continuity between our film, VR simulation, Photography and Microsite.
We worked closely with the client on script development and visualization for both the 2d film and the Virtual Reality simulation which contained scripted narrative elements. This became a very technical process as so much of this charachters life was based on the real findings of IDL's detailed market research we had to make sure every element was true to life.
Once pre-production was locked we commenced on a week long shoot in and around Central London and Brighton. Sourcing some truly unique locations which captured perfectly the international feel of urban inner city life this character inhabits. The L.A.D.S. apartment was a real home in converted factory in Shoreditch which we enhanced with extensive prop placement and art direction.
We crafted the film form the ground up, to integrate motion graphics as a way of subtly layering more information on the L.A.D.S. consumer habits. Inspired by the Ikea scene in David Fincher's Fight Club, the graphical elements work harmoniously to give the viewer a fun, engaging visual snapshot of this unique demographic.
To truly understand a consumer is to experience their life as if it was your own.
We took the research carried out by IDL and rebuilt a virtual world based on their findings. With a simple iphone app and a cardboard headset the marketers at Jameson could step inside the skin of the lads and carry out their ethnographic research remotely.
As a marketing tool Virtual Reality has never been applied in this way before. Enabling marketers to truly get inside the consumer their attempting to target provides unique possibilities.
Picking up where the 2d film left off users wake in the the L.A.D.S apartment. Free to move and explore the environment and interact with the objects and people they find there. Every element of the L.A.D.S. world was carefully constructed and placed in the virtual world to be discovered and interacted with by the user. Go to his stereo and pick a track from his playlist. Look at which films he’s watching on Netflix. Read his emails... You have full access to his life.
Information is accessed through the L.A.D.S social media feed. Here we can hear his thoughts, see what he's watching, what he's doing, what his friends are doing and what they all think through their comments and voice over.
We gamified the experience making it fun and pushing the user to delve deeper and reveal everything that's on offer in this virtual world. Triggering characters allows you to play out a narrative inside the virtual world where you are a participant in an evening with the lads. Watch as the evening progresses and the world develops and traditions around you.