Sauza mobilizes its marketing
In addition to taxi ads, the tequila brand is using social media and restobars to engage with young adults prior to and during a night out.
Sauza is leaving few stones unturned when marketing its tequila to young adults aged 19 to 24.
Catherine Little, associate brand manager, Beam Global Spirits & Wine, tells MiC that the brand is using Facebook ads to catch its target audience when they’re making plans to go out with their friends on the social site. It also has video creative running on screens in cabs where 60% of users are within the targeted age range (between 6 p.m. and 10 p.m.), and lastly, the brand will have ads on digital boards at restobars using the Newad network in Canada to reach them while at their destination, she adds.
Agencies Matchstick and Gladstone Media worked in collaboration to create and run a video spot on Play Taxi Media screens in cabs and online. The commercial introduces the “Sauza Sin” shot with creative showing drinkers using orange and cinnamon (instead of the traditional lemon and salt) as complements for the tequila. Starcom MediaVest was involved in placing the ads in the bar washrooms.
Little explains that Sauza chose in-taxi advertising “because of the large reach and high levels of engagement associated with this medium” and notes that taxi screen applications can reach engagement levels of over 10%. Over 1,200 cabs will showcase Sauza’s creative in Toronto, Vancouver and Calgary.
The campaign also includes a contesting component with all of the ads driving consumers to “like” its Facebook page to win a $10,000 trip to Cancun.