This is the mood board we created for our final document. The images portray what the campaign will look / feel like – it will be very brightly coloured and the faces of the campaign will be young, happy people expressing themselves through dance and music.

We have created a media plan to document when our physical events will take place as well as the several aspects of our social media campaign. Most of the social media campaign will happen continuously from the beginning of June to the end of August, however some aspects will only be at certain times, like tweets about the publicity stunt and promotion for Bacardi’s several festival appearances.

Phase 1: City centre publicity stunt (Early summer)

Around the UK (London, Manchester, Liverpool, Birmingham, Leeds, Bristol, Newcastle, Edinburgh, Glasgow, Cardiff, Belfast), dancers would appear in strange places around major city centres dressed in similar clothing to the ‘Dance Floor’ TV spot & playing the same catchy music. This links to the strapline ‘If it’s a floor, it’s a dance floor’. People will film the dancers and post the videos on social media, creating strong brand awareness just as summer is beginning. 

Phase 2: #ShowUsYourDancefloor (Early Summer)

Following on from the dance themed publicity stunt, Bacardi will invite people to send their own video via the hashtag #ShowUsYourDancefloor, primarily based on Twitter (maybe Instagram?) Public will send videos of themselves dancing in strange places, possibly as part of a competition to win Bacardi or summer themed prizes (Caribbean holiday? Festival tickets?) 

Phase 3: Summer Festivals (Mid Summer)

At major festivals (Glastonbury, Reading/Leeds, V festival, etc) Bacardi could use the ‘Rum Truck’ to set up their own space within the arena. Caribbean music will be played and dancers will encourage festival goers to join in and dance. Bacardi samples on offer for participants as well as other branded freebies.  

Phase 4: Carnival (Mid/Late Summer)

To wrap up the summer campaign, Bacardi & their dancers, as well as musicians, will return to the major cities they started in with a Caribbean carnival – this will be marketed on social media beforehand and people will be encouraged to attend, dress up and join in with the parade. 

Another way we could integrate Bacardi into people’s favourite summer moments is by having a dedicated Bacardi space at festivals like Glastonbury. We could use the ‘Rum Truck’ and enthusiastic staff to entice people to come and dance to earn themselves a free Bacardi sample. Music festivals have the perfect atmosphere for getting people moving & a lot of festival goers will be up for getting involved.

As I was watching the TV ad ‘Dance Floor’ again, I could imagine the music played at a Caribbean carnival. This could be another good idea for a public event that encourages people to get involved. We could create our own carnival, or, I know that Manchester has a popular Caribbean carnival each year, so Bacardi could involve their brand with something like this by hosting a sampling stall, a pop up bar or sponsoring the event itself. This would be a great way of following the theme of self-expression through music, dance and art.

The brief instructs us to take the #DoWhatMovesYou campaign further by inspiring people to join in and do what moves them. Following on from our dance themed publicity stunts, we could invite people people to send their own videos of themselves dancing in unusual places. This is a good way of getting people involved in a relevant way, particularly the target audience of 18-24 year olds, as this age group are very proficient in filming and uploading content to social media. For this part of the campaign, I came up with the strapline ‘Show Us Your Dancefloor’, which could also be used as a hashtag. This call to action will inspire people to express themselves and share their dance videos with an online community. It will be marketed lightheartedly, encouraging anyone to get involved no matter how little dance talent they have. As an incentive to get people involved, the idea could be ran as a competition with prizes such as Bacardi related items, festival tickets or even Caribbean holidays.

Our first major idea is a publicity stunt based in several cities around the UK. Inspired by the strapline ‘If it’s a floor, it’s a dancefloor’, we will place professional dancers in strange places around the city centre. The dancers will be dressed in brightly coloured clothing, similar to that in the TV spot, and will appear on places such as steps, benches, escalators, monuments and balconies around the city. The dance style will also be similar to the TV spot and, if possible, the same catchy song will be played from loud speakers as the dancers appear. Shoppers and passers-by will be completely unsuspecting of the first stunts as no location or a date information will be shared on social media beforehand. Spectators will film & share videos of the dancers on social media and Bacardi will reveal they were behind the stunts, then using their social media accounts to tease possible locations where more dancers could appear. This will generate awareness of the campaign amongst the public and has the potential to go viral on social media, considering the surprise element and the unique, fun & uplifting idea of dancers appearing in weird and wonderful places around the UK.

To start coming up with some initial ideas, we had a brainstorming session where we discussed Bacardi’s brand identity and our initial thoughts on how to get people involved with the campaign. Isolating each aspect of Bacardi’s brand and the #DoWhatMovesYou campaign helped us come up with some specific ideas that are relevant to the brief’s theme and purpose.

#DoWhatMovesYou is Bacardi’s biggest integrated campaign to date, launched in Summer 2018. The idea is to target 18-24 year olds and create brand loyalty through a campaign based around self expression. Billboards and digital ads were placed around cities and university campuses, and the TV spot ‘Dance Floor’ was released internationally:

‘Dance Floor’ has over a million views on YouTube, with many people commenting to express their love for the song used in the commercial. I am a big fan of this TV spot too; every time I saw it on TV or before a movie in the cinema I would be tapping my foot along to the Caribbean dance music. This alone shows how successful Bacardi have been with their theme of movement and dance – their ad uses such a catchy song that some viewers can’t help but move along to the music. I also admire how the whole ad is shot from the waist down; not only does this create an interesting and unique visual appearance, but also enforces the idea that anyone can dance no matter what they look like.

Following on from this, Bacardi also teamed up with dance duo Les Twins and DJ A-Trak created a real-time music video directed by fans. The video was created in New York City over 9 hours and fans could use Instagram to vote on things like locations, choreography and lighting. Using instagram in this innovative way is a fantastic way to engage the 18-24 year old target audience and creates brand awareness for Bacardi through fans of the artists featured in their videos.