Malfy, the Pernod Ricard-owned premium Italian gin brand, has unveiled a new global augmented reality experience, “Escape to a Malfy World”.
The experience is inspired by the Amalfi Coast and aims to engage with new and existing Malfy fans, with a focus on consumers aged 25 to 40 who are interested in style, travel, adventure and the finer things in life.
Following the brand’s recent “Immagina Malfy” campaign, this new push seeks to bridge the gap between the real world and the heightened reality of Immagina, harnessing the Malfy colour palette and a mix of real photography and imaginary imagery.
The 360-degree AR experience is accessed digitally via a phone or other mobile device when users see a web link, social post or QR code, with codes found on 300,000 bottles, out-of-home and point-of-sale sites globally. This is supported by global press and influencer activity.
Once activated, users can choose different routes to progress through a number of magical settings, each featuring different Malfy botanicals; from a beautiful hotel terrace overlooking the sea, enriched by the essence of Malfy Con Arancia, to a swimming pool scene, infused by Malfy Con Limone.
At the end of the experience, visitors can preserve their personal “Malfy Moment” with a selfie which they can share via social channels.
This professional campaign titled 'Escape to a Malfy World' was published in France, United Kingdom, and United States in September, 2023. It was created for the brands: Malfy and Pernod Ricard, by ad agency: Art of the Possible. This Digital, Experiential, and Outdoor media campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted 6 days ago by Owner: Julia Conroy of Julia Conroy Limited.
Client – Pernod Ricard
Marie-Eve Poget - Global Marketing Manager, Pernod Ricard
Felix Ohlig - Global Brand Manager Plymouth Gin & Malfy
Creative agency – Art of the Possible
Lucy Salter - Strategy Director
Tim Hedges - Creative Director
Build partner – Darabase
James Pendry - Creative Director
Susan Lerski - Project Director
Oliver Murray - Partnership Director