1. APPLICATION FORM<br />Award Category: Making Marketing Simpler<br />Program / Project: Baileys Day - Colombia<br />Name (Group or individual): Jesus Uribe, Carolina Gutierrez, Diana Cardenas, Oscar Cifuentes, Diana Ospino, Helbert Ruiz, Juan Pablo bravo, Roman Henao, Mauricio Toro, Oscar Nuñez, Luis Andres Diaz.<br />Market / Cluster: Colombia / International<br />Context: Baileys Day is a global activity implemented worldwide, the GBT gives the guidelines and the visuals for each market to implement.<br />Detail of outcome achieved:People engagement & participation: 95% of Diageo’s employees, 100% of Distributors sales force.Exaggerated visibility: We dressed 101 stores with Baileys, most of the exhibitions that we implemented where previously negotiated to stay during all Xmass season.Coverage: We reached 101 customers, we targeted 58 KA supermarkets key outlets and 43 liquor stores. 43 liquor stores represents 3% of total liquor stores and 58 key outlets mean 27% of total KA supermarkets.Sampling: We reached more than 5.000 consumers with sampling, 1% of our total adorers and adopters.Sales: Sell Out 18th November: 500 bottles X 750 ml, Jul-Nov Baileys sell out vs same period last year: +38%.ROI: Activity Cost: 29.975 pounds, Comparing November sell out vs LY and the investment made during Baileys Day, gives us a ROI of +20%.Brief description of the activity: During one day 141 Diageo employees & partners visited 101 most important off-trade outlets in Bogotá to Win the visibility War. We executed Brand Exhibitions in all the outlets that were visit using the Xmass Campaign “Best Shared with Friends” through POS material. We made massive sampling. More than 5,000 consumers contacted through samplings in one day.We did 4 brand activations, 2 Flashmobs in Grupo Exito and 2 stomp shows using Baileys bottles and cases to bring alive the Xmas Campaign.More than 500 bottles were sold in one day. We invited employees and partners to a breakfast in order to engage them with the Baileys day and offered them prizes for best performance during the day.Employees and partners engaged and fully committed to win the Visibility War for Baileys.Bows, Gifting bags, X-mass merchandising and excellent in-store visibility creation in targeted retail were key to enhance brand presence in the outlets before Christmas sales peak.No other alcohol company had such activity with exaggerated visibility and in-store shows.Work in advance and aligned with all Diageo departments allowed project preparation at the highest standards and to have enough stock in the points of sale. An excellent work to dress up all the bottles in the Off Trade with Gifting bags and Bows. We brought a live the Xmass spirit with brilliant shows and all the visibility development, signposting that Baileys is the iconic spirit of this season.Great commitment of employees and partners outside Bogotá, Baileys Day was also implemented in Medellín, Cali, Eje Cafetero, Bucaramanga, Cali and Barranquilla amplifying the effect at a national level.Objective: Deliver brilliant and huge visibility in one day that can be maintained during all Christmas season.Creative shows to increase brand impact and relevance at stores.To inspire our employees and partners and gain their commitment with Baileys in this important season.To make massive impact in the point of sales through sampling and visibility.Creative shows to increase brand impact and relevance at stores.To inspire our employees and partners and gain their commitment with Baileys in this important season.To make massive impact in the point of sales through sampling and visibility.Detail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th<br />