BIMA Awards

Consumer Goods winner

Taste with Tarquin

by Havas Helia for Southwestern Distillery

Project information

Discerning consumers want to be closer to producers of the artisan drinks they consume: they’re interested in provenance. Havas Helia turned to mobile as the channel always available at point of consumption. They built on a platform consumers are familiar with, requiring no additional effort and offering a unique experience: FaceTime. Every bottle of gin has a card inviting consumers to FaceTime Tarquin. When they do they’re connected to a pre-recorded video of him sharing details of the hand-crafted spirit. Tarquin then ‘asks’ for the unique batch number of the bottle, and grabs one from the same batch to taste with the viewer. Comments and feedback can be recorded and viewed on the campaign site.

FaceTime isn’t an open technical platform. Havas Helia hacked it using a mix of code, voice recognition, soldering irons and a robot hand. It’s a world first. Even Apple tried to find out how they did it. On a spend of just £5,500, Southwestern Distillery has so far received hundreds of FaceTime calls from around the world. The response rate is 18% – a significant figure given the platform was designed with engagement rather than reach in mind.

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