A spirits MNC asked us to identify, build and reward a drinkers data base for a super premium product

Approach

• We identified the drinkers through a media led "harvest" program using premium end travel luxury magazines
• We then executed a promotion (travel related) and used that to build an extended database

Outcome

• More than 40K responses from round the region clearly identified the 'seekers' and the 'brand positives'
• An email campaign and 'recommend a friend' campaign built the base to over 70K in a year.