Seagram's Secret Sites
Client:
SEAGRAM'S GIN (PERNOD RICARD)
Tools:
BRAND ACTIVATION
BRAND STRATEGY
CREATIVE TECHNOLOGY
REAL-TIME MARKETING
EXPERIENTIAL MARKETING
The Challenge:
Build brand awareness and create a PR opportunity for the brand by engaging with consumers via a personalized, relevant, and timely creative action.
Context:
The Pegasus case in Spain was a cybersecurity scandal involving the use of malware known as 'Pegasus' to spy on politicians, journalists, and other political activists in Spain. The investigation revealed that the software, developed by Israeli company NSO Group, was installed on the mobile devices of several prominent figures including the prime minister. Once installed, the software gained the user access to private data, including text messages, calls, location, and more. The case generated a great deal of controversy around the world.
The idea
Like most citizens who heard about the scandal, Seagram's audience was among those who had legitimate concerns about the ease with which someone could acquire their sensitive information and even listen to their private conversations.
And thus, the Seagram's Secret Sites were born. A space where all signals are blocked by frequency-inhibiting devices installed throughout the entirety of the venue. Creating an environment that not only ensures the absolute privacy of its patrons but also invites guests to share a moment of intimacy with those they deem worthy.
