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Cossette Launches Gentleman’s League Configurator

Creative

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At the push of a button, a new, ornately-designed web tool helps to plan a guys night in during the cold winter months

Cossette Launches Gentleman’s League Configurator

The Liquor Control Board of Ontario (LCBO) is making it easier for young men to get back into the party spirit during the post-holiday season with an ornately designed web tool that resembles a handcrafted prop from an H.G. Wells-inspired movie.

The Gentlemen’s League Configurator is an experiential website that helps men plan parties in a simple yet gentlemanly fashion.

Developed by ad agency Cossette, the Configurator allows users to choose from a variety of premium mixed drink and customized dining options suitable for all fun and good-naturedly social occasions. They can then email their party ideas to friends.

“We wanted make it easy for young male drinkers to come up with a reason to invite their friends over,” says Chad Borlase, Creative Director, Cossette. “January is a month when people generally stay in, so we wanted to create a fun and functional way of coming up with premium drinks and food pairing ideas that require minimal effort.”

Designed and illustrated digitally in a turn-of-the-century steampunk style, the Configurator features cleverly worded drink recipes, dining suggestions and invitations delivered in an ornate lettering and scripted reminiscent of the turn of the century.

“After the Configurator gets fired up, the gauges start moving, dials get popping and steam comes flowing out of the sides,” says Borlase. “It is very user-friendly. You just hit the buttons that allow you to choose from a variety of drink and dining options, and then with one click, send a party invitation to friends.”

The Configurator was an instant success. In the first 13 days of the campaign, it had 4,083 unique visitors who spent an average of four minutes and 25 seconds with the tool. Additionally, 85.5% of all users chose to ‘configure’ a premium night in with friends.

The Configurator is being promoted with online display advertising and social media outreach throughout January, leading up to the NFL Super Bowl, February 3.

Visit the Configurator at http://theconfigurator.ca/

Project: The Gentlemen’s League Configurator

URL: http://theconfigurator.ca/

Client: LCBO - Liquor Control Board of Ontario

LCBO Marketing Director: Kerri Dawson

LCBO Marketing Manager: Krista Moriarity

LCBO Senior Planner: Taleen Yazejian

Creative Agency: Cossette, Toronto

Chief Creative Officer: Matthew Litzinger, David Daga

Creative Director: Chad Borlase

Art Director: Kenneth Fothergill

Copywriter: Peter Gardiner