Tying back to Oakheart's positioning of Adventure, we got under the skins of our target audience to understand what Adventure means to them. It was an experience they were looking for - the opportunity to travel to a new place and have a new and fun experience with friends.
The Bacardi Oakheart Spirit of Adventure campaign was born.
We offered a group of three friends the chance to have a fully paid-for Cambodian trip. We recruited them on social media - youths who fulfilled strict criteria.
To spice things up, we crowdsourced for ideas on the activities this group had to do while in Cambodia - they had Cambodian 'delicacies', did a homestay, went on a dirt bike, rode on a helicopter, learnt a traditional Khmer dance and trained at a kickboxing gym. The common thread among all these activities? They had a ball of fun!
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