make big moves
the challenge
Cîroc was out of touch with their UK target audience, and tasked ON ROAD with bridging this gap. ON ROAD uncovered in-depth insights into this audience’s lifestyle and measured the success of Cîroc’s latest creative work, delivering clear strategic recommendations for how Cîroc can connect on a cultural level.
the insight
ON ROAD identified an influential subset of the Cîroc target audience that plays a crucial role in supporting and amplifying culture. We mapped out the individuals, spaces and brands that inspire this audience, unearthing a set of key attributes that translate to influence in their worlds.
This audience interpreted Cîroc’s latest creative work as a new direction for the brand, which left them hungry to see ‘Make Big Moves’ brought to life, through experiences they could relate to.
ON ROAD’s research went on to inform Cîroc’s brand and cultural strategy, including a strategic toolkit for Cîroc’s stakeholders with a tone of voice guide for future communications and creative work.