Practically on December 5 and 6, 2020, the eleventh edition of the Bacardi NH7 Weekender multigen and multi-city music festival was held, the two-day virtual edition featuring an eclectic cast of musicians, who came in combination to perform for their Fans Broadcast on 3 platforms; BACARD level, DEWAR’S level and BREEZER Vivid level – with more than 16 hours of music through local and foreign artists.
As the festival became virtual, Sameeksha Uniyal, Senior Brand Manager, Brand BACARD, India and Southeast Asia spoke to exchange4media about NH7 Weekender’s adventure and its new marketing strategies.
Edited excerpts: –
What was the effect of COVID-19 on Bacardi’s activities?What are the main classes of the last 10 months?
These unprecedented times have had an effect on the maximum of all companies, adding the alcohol-bev industry. Among the triad of pivots observed during this ever-changing scenario, the most surprising thing was the substitution in customer behavior and preferences. relief in the number of talks and social celebrations, the “casanier economy” has become the new norm making the entrance of the house the new street for customers. At the same time, the virtual generation has become the mainstay of entertainment, reporting and infotainment. Keeping the customer at the center and agility at the heart of BACARD’s strategy, we have created cutting-edge reports and adapted our existing homes to meet customers on their new platforms, maintaining protection as a top sensible priority.
The last few months have been a learning curve and have led us to reinvent and evolve the activations of our logo due to the conversion of customer behavior. At the same time, I’ve never noticed such massive opportunities to generate meaningful conversations with customers. original and transparent with customers is essential for the construction to accept as true and lasting relationships with customers. Even when it comes to safety, in addition to truly employing such measures, it is imperative to be transparent about packaging standards, practices and procedures. customers are becoming more and more “awake. “
Bacardi NH7 Weekender, one of India’s largest music festivals, became virtual this year for its eleventh edition. What other experience?What is this year’s commitment?
This year it is not imaginable to organize large-scale cash events and rightly so. At the same time, BACARD NH7 Weekender is a ten-year asset that brings artists and enthusiasts to an area where they can become explicit and really do what drives them. Surely we were sure that we will bring you the happiest music festival, especially this year that required happy, friendly moments and a sense of community. So, knowing consumers’ appetite for other entertainment and home security experiences, we made the decision to bring the first virtual edition of BACARD NH7 Weekender to life. And there they have it, it was a great fortune with more than 26 artists from all over the world who joined and more than 65,000 people tuned into the festival. We created the destination with our OML friends, who came to life through PayTM Insider on their platform. The content has been specially designed for festival enthusiasts, all artists who use attractive concepts and decorations for their performances, from beaches and mountains to stadiums, stages and cozy halls.
We create touch themes similar to the occasion on the floor where other people meet regularly with friends and even artists. We have preserved the scenes of BACARD, DEWAR’S and BREEZER, both giving life to their unique environment and genre as one and both. In the virtual interface, there was a personal virtual party option that allowed others to catch up with their friends and watch the concerts together, as well as a global chat option to react and communicate with both of them at the festival; even the artists participated in some conversations. There was a projector function, where the audience could do what disappointed them on a 15-second reel. Each level also included attractive bar games so consumers were also informed about how to mix cocktails from home. Kits with the product can be purchased on the online page and have also been included in some of the tickets.
More importantly, it gave life to The Weekender’s mindset and the environment on the floor has practically allowed more people to sign up to break geographical boundaries. We are very grateful to the artists and the public for their help for over a decade and their unprecedented love for the festival that made this imaginable and helped everyone do what drives them to the comfort of their homes.
What has been the adventure of BACARD NH7 Weekender so far?
Recognized as the happiest music festival, BACARD NH7 Weekender is one of India’s largest cultural festivals, combining music and comedy from various genres. It was created because of our commitment to the service of culture. It is a coveted insmersive delight for consumers and we are pleased to put it into effect year after year.
The last decade has been a journey, in which every year the weekender extended family looks forward and prepares for the weekend, and we are very grateful to all our partners for eternal love and support. Even this year, in those difficult times, each and every one lived the delight and made it memorable. At BACARD, we are proud to be leaders in creating culturally applicable delights, and this overwhelming reaction to BACARD NH7 Weekender inspires us to continue to co-organize new formats and delights.
What is the logo marketing strategy to achieve in those times of doubt?How has the logo been able to cope with converting customer sentiments lately?
Our strategy has been to continue our commitment to the logo and business marketing principles that keep consumers at the center of everything we do and create reports and solutions. This year more than ever has been and continues to be paying attention to consumers, anticipating their desires. and stay agile to respond with disruptive solutions.
As consumers turn to virtual platforms for everything from knowledge gain to virtual reporting to online information, we’ve first created virtual reports. We start with virtual cocktail master classes through our social media logo ambassadors to satisfy consumers’ preference to be informed about new skills in a fun and engaging way. We also present the virtual component of BACARD NH7 Weekender #HappyAtHome sessions attended by nearly 6 million consumers.
People have also sought to recreate pre-COVID reports, and as a logo, we have continually worked to help them create moments and reports that adapt to the needs of customers, be it the virtual edition of BACARD NH7 Weekender or even the BACARD House. experience, which was arranged in the box last year. In this virtual edition Casa BACARD @Home, we recover the Caribbean atmosphere of the logo so that customers can do what drives them through performances, dancehall workshops, mixology sessions, etc.
In all these issues of contact with consumers, we have remained original and have only participated in or encouraged conversations about pop culture where the logo has earned the right to participate. We’ve combined logo hobby themes through campaigns with those of consumers.
What have been the main trends in alcoholic beverages?
The alco-bev industry has undergone several adjustments from the point of view of consumers and commerce: the initial phase saw the opening of e-commerce with the closure of advertising sites. a developing trend to buy from established brands.
As marketing specialists, the main trends that have affected us have been the shift to internal intake and an increased appetite for virtual platforms. By keeping protection at the forefront, consumers have taken the outdoors indoors for intake, reporting, celebrations and entertainment. has been an unprecedented increase in the number of virtual and home parties, cocktail hours, reports and more.
What has been the functionality of influential marketing for the logo?What are the primary matrices that the logo considers when integrating a nano/mini/micro/mega influencer?
At BACARD, we have consciously focused on creating virtual content and immersive reports for consumers over the years, and this year reports have also moved to virtual platforms. On this journey, he partnered with content creators, curators and artists from all walks of life, all of whom are very influential for their specific broadcasts and points of pastime, as well as for their audiences. Just as we, as a logo, only participate in verbal exchanges where we are right to have compatibility, we look for content partners that naturally have support for verbal exchange and cultural point of contact, which makes the content very genuine and engaging.
Earlier this year, BACARD presented an exclusive virtual movement #PassTheBeat where 15 leading artists and performers from India, the Philippines and South Africa, broadcast the rhythm from one country to another, nine hours of non-stop live music. Choose two influential people from the spaces of young culture for the BACARD Staycation House in Abode Mumbai on Halloween. The themed stay gave life to this year’s biggest ghost party with a mixology consultation on Halloween-themed cocktails, immersive room configurations, etc. The global Conga. Feat campaign, where consumers have the ability to do what drives them and appear to be in the new version of this global success. And influencers around the world will pave the way for consumers to engage. We also announced the fourth season of BACARD Sessions with Vidya Vox and Nucleya to continue our commitment to independent artists. The winners will have the opportunity to collaborate and be me. ntored through those artists.
How did you spend the season for Bacardí?
We arrived the holiday season with our first stay at Casa BACARD for Halloween. Then we practically organized the BACARD NH7 Weekender and now we have brought Conga. Feat. You and BACARD Sessions. Season.