Seriously Easy Going
28.10.2009
Malibu has managed to digitally hybridise the art of DJing with the art of cocktail making as part of their new marketing project, Radio Maliboom Boom. They have created an app which is an interactive mixer interface, allowing users to mix cocktail recipes with corresponding beats. With the use of EQs and faders you can even finesse the 85 flavours/sounds into your own unique compositions.
The creative agency has worked closely with two professional DJs to guarantee the credibility and usability of the mixer; and has also spent time in the studio with Brooklyn-based producer Jesse Untracht-Oakner to record the archive of beats and hooks. I am impressed by the lengths they have gone to guarantee both a genuine and fun music production experience. Sadly the app is only available to the U.S. at the moment but we will be keeping our beady little DJ eyes out for it once it lands on the shores of the UK.
Beyond the app, Radio Maliboom Boom is part of the rum’s global advertising campaign, ‘Get Your Island On’, which is trying to transmit the good time vibes of the drink and the paradise environment in which it is made. The fictional radio station is fronted by the unlikely heroes DJ Bernhard and MC Wonder Full, who love taking it easy, their music and their mums. I particularly love the website which allows you to explore the station. You can flick through their record boxes and turn out a variety of music and rum based treats…downloads, videos and interactive content. As a whole, this is a really fun and exciting integrated campaign.
And thankfully it also follows on in Malibu’s tradition of superb advertising. Their ‘Seriously Easy Going’ 2004 campaign still stands as my favourite TV advertising ever. “It’s total gridlock man!”…Classic.
