Southern Comfort

New year is a time when everyone is busy making plans and resolutions, but because Southern Comfort and Grape believe people should embrace the unexpected, we created Unplan Your 2012. A personalised, near real time, New Year video message campaign. The Idea was to inspire Southern Comfortʼs friends and fans to unplan their 2012 and embrace the unexpected.

We asked Southern Comfort fans to tell us a friendʼs New Years resolution. After completing a simple form They then received a personalised video with words of wisdom from Baron Jazz. Every message was uploaded to Facebook and word soon spread that 2012 was the year for unplanning.

The number of people ʻTalking about thisʼ on Southern Comfortʼs Facebook page increased by 222%, improving weekly total reach by 16%. The app was featured in The Drum, Zoo, Marketing Magazine and Campaign.