Context

Pernod Ricard commissioned insight’s capabilities agency Paraffin to deliver a piece of creative insight to maximise opportunities arising from the refresh of their global segmentation.

Project

The challenge was to humanise the data output from their revamped consumer segmentation. To go beyond 2D and deliver a full sensorial experience that would allow business stakeholders to easily connect and step into the world of the business’ 11 target segments.

Working with the Pernod Ricard team we devised a solution blending existing data sources, with digital ethnography across 3 markets to develop a clear profile for each segment.

Working closely with designer Animakron, we built an interactive 3D model enabling the end user to step into the world of each segment and really ‘feel’ who they are.

Results

A business better placed to connect, communicate and create for future brand and business growth.