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Immagina Malfy

Imagine your perfect Malfy Moment. This new brand engagement experience allows for you to go on a journey, tailor your perfect Malfy moment and then be transported there virtually in a 360 degree animated world. Immerse yourself in the sights and sounds of some quintessential Malfy get away moments.

The Experience

The experience is inspired by the gin brand’s proposition of escapism, as a drink that transports to you to the Amalfi Coast and beyond. It 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.

Limited Edition Malfy bottle
Malfy Age Gate
Malfy Flavour Selection
Malfy 360

The Solution

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 Arancia, to a swimming pool scene, infused by Malfy Limone. At the end of the experience, visitors can preserve their personal “Malfy Moment” with a selfie which they can share via social channels.

We’re proud to launch the first augmented reality experience for a gin brand, where fans have the opportunity to choose their own path through a beautiful Malfy world and enjoy different narratives and outcomes. The option to share a “Malfy Moment” via social channels further amplifies this magical experience.

Marie-Eve PogetGlobal Marketing Manager, Pernod Ricard

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