Case Study: Johnnie Walker Red Label activation

Johnnie Walker Red Label
Johnnie Walker Red Label

Diageo worked with brand experience agency TRO to design an experience for its whisky Johnnie Walker Red in Manchester.

Concept

Diageo worked with TRO to design an experience for its whisky brand Johnnie Walker Red at bars that stock the product across the Manchester area in November. The design of the experience was two-fold.

Firstly, it needed to capture the sophistication and style of the Johnnie Walker House in Shanghai – an embassy for whisky culture that educates and inspires influential guests. Secondly, the provenance of the Johnnie Walker story and the flavours of the product also needed to be brought to life in an immersive experience. 

Design

TRO sourced and redesigned fashionable red leather cases to create a stylish and visually engaging mobile trial and interaction mechanic that presented 'liquid-on-lips' moments to consumers. Brand ambassadors that were in line with the style of the brand were recruited and dressed in visually impactful outfits as they greeted consumers with the message that Johnnie and Ginger had arrived to invite them to Go Bold. In line with this ‘Go bold with Johnnie and Ginger’ message, consumers were educated on the flavours of Johnnie Walker Red Label and offered a serve of Johnnie and Ginger. 

To extend the consumer experience, samplers were encouraged to upload a ‘bold’ photo of themselves or their friends with their sample using the hashtag #GoBoldTonight, which gave them the chance to appear in digital ads across the city that night and win a trip to Berlin. 

Results

The experience allowed the brand to interact and engage with a high number of consumers across a number of on-trade environments across multiple weeks, offering an impactful, stylish and memorable liquid-on-lips experience delivered with scale. The campaign was activated in 45 on-trade environments, which resulted in 9,699 sampling moments.

More: TRO was placed fourth in Event's top brand experience agency rankings, with experiential billings of £25.5m in 2013.

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