Belvedere Vodka / The Belvedere Members Club
Brief
Louis Vuitton Moët Hennessy appointed AnalogFolk as their interactive agency for the Polish super-premium vodka brand Belvedere at the end of 2008. We were tasked with creating an environment in which Belvedere becomes central to planning nights out, building relationships between consumers and key nightlife venues.
Strategy
Working from the Belvedere brand positioning of Luxury Reborn, we needed to inspire and facilitate a new experiential ‘downtown’ vodka culture, in and out of home, in cities across the UK. Our approach was to develop a members club that would attract and turn a network of Belvedere drinkers into advocates and ambassadors within their social networks.
Activity
The Belvedere Members Club was designed to create lasting memories and associations with the brand, visibly solidifying that Belvedere lives in a public (party) space and is at the centre of the creative scene (or ‘downtown’ culture). It is powered by a website and associated social media channels. At the site’s heart lies a music, fashion and art inspired blog, which acts as a guide to decadent and downtown, premium nightlife in London, Manchester and Edinburgh. The blog is accompanied with photosets and videos, documenting ‘the night before’ at Belvedere parties and fashion events. All content is made distributable to encourage members to share it within their networks. Alongside the blog editorial sits a Belvedere bar and club guide, designed to entice members to participating venues. Members receive exclusive offers and access to unprecedented ‘downtown’ happenings at these venues via fortnightly newsletter. AnalogFolk source these exclusive offers on a monthly basis through our working partnership with over 100 bars and clubs in the Belvedere portfolio.
Results
The Belvedere Members Club has gone from being an eCRM programme to the central hub for all Belvedere marketing activity in the UK. It has attracted some of the most influential downtown party-going crowds in key UK cities. One of the most remarkable achievements of the Belvedere Members Club has been its ability to attract new bars to serve and promote Beleverdere Vodka. By working with new bars to offer exclusive promotions that drive the influential members of the club into their venues, the AnalogFolk team has worked to add over 50 bars to the UK distribution list. Based on the success of the activity, we are launching the Belvedere Members Club to 14 other Belvedere markets around the world.
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