Practically on December 5 and 6, 2020, the XI edition of the Bacardi NH7 Weekender multi-gen and multi-city music festival was held, the two-day virtual edition featuring an eclectic line-up 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 reconsider 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 as customers are increasingly “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 special events on a large scale 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 avenues of entertainment and home security experience, 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 atmosphere 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 of various genres, created because of our commitment to serving culture and bringing charming musical pleasures to our consumers. The festival brings other people together in shared revelry and gives them the ability to pay attention and catch up with their favorite artists, as well as to notice new music. It is an immersive delight coveted to consumers and we are pleased to put it into forcing it year after year.
The last decade has been a journey, in which each and every year, the extended Weekender 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 ingestion to virtual reporting and online information, we’ve created virtual reports first. We conduct virtual cocktail master classes through our social media logo ambassadors to meet consumers’ preference to be informed about new skills in aa We also introduce the virtual component of BACARD NH7 Weekender with #HappyAtHome sessions attended by some 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 consumer contact 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 have combined the logo’s hobby topics through campaigns with those of consumers.
What are 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 influential marketing functionality 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 the reports have also moved to virtual platforms. During this journey, we partnered with content creators, curators and artists from all walks of the world. life, all of which are highly influential for their specific streams and hobby points, as well as their audience. Just as we as a brand only engage in verbal exchanges where we are the right person, we look for content partners who naturally correspond to verbal exchange and cultural touchpoint, making the content very true 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 youth culture spaces for the BACARD Staycation House in Abode Mumbai on Halloween. 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.