Ardbeg DM A TALE WITH A TWIST by Story

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Industry Whiskey
Media Direct marketing
Market United Kingdom
Agency Story
Director David Boni
Creative Director Dave Mullen
Producer George Barr
Released July 2009

Credits & Description

Category: Product Launches
Agency: STORY
Date of First Appearance: Jul 1 2009 12:00AM
Entrant Company: STORY, Edinburgh, UNITED KINGDOM
Entry URL:
Creative Director: Dave Mullen (Story)
Creative Partner: Rebecca Wood (Story)
Head of Copy: Olivia Donaldson (Story)
Senior Account Director: Laetitia Drexler (Story)
Group Account Director: Sheila Gallagher (Story)
Account Manager: Jenny Emslie (Story)
Studio Manager: Graham Robb (Story)
Producer: George Barr (Green Room Films)
Director: David Boni (The Moretti Agency)
Media placement: Email - Global - 1 July 2009
Media placement: Website - Global - 1 July 2009

Describe the brief/objective of the direct campaign.
Ardbeg Whisky is made on the Scottish island of Islay. Corryvreckan whisky is named after a mighty whirlpool near Islay. Last year, we promoted the limited edition release of Corryvreckan to the Ardbeg Committee – our CRM (customer relations management)programme – to gauge demand. Now we were releasing it worldwide. But how to spread the word beyond the Committee without a big budget? We had to: • Launch the general release • Build brand • Acquire new members • Gather/clean data • Create viral effect • Provide PR platform for event/ tastings • Keep global audience close to the brand and Islay.

Explain why the creative execution was relevant to the product or service.

• The Ardbeg Committee consists of 50,000+ fans, many of whom go to extreme lengths to display their devotion to Ardbeg. They sport Ardbeg 'A' tattoos and name their boats, houses and even children Ardbeg. • It is our duty to feed this cult following with new expressions of Ardbeg and even more peculiar Ardbeggian tales! • This year’s activity built on the Corryvreckan Ardbeg Committee launch of last year and has given us a very strong PR platform which has been implemented globally. • The send-to-a-friend aspect of the campaign is delivering thousands of new email contacts.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
• The campaign started with a teaser on the homepage. • We built on the rumour that someone had dived & survived the fearsome whirlpool. An email directed the Ardbeg Committee to a microsite • Our online movie was shot on and around Islay. • Viewers uploaded their face into the diving helmet, becoming the hero – and emailed their movie to friends. They could then buy a bottle from the online shop. • We aimed to not simply sell bottles directly from the campaign, but springboard Corryvreckan into on and off trade markets

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
• The initial email achieved an open rate of 40.2% • Within 2 weeks there were 4956 bottles sold. • CPR £7.30 for a bottle costing £59.99. • People spent an average of 3m 43sec on the site, a sign they watched the whole movie. • 2368 clicked on make your own movie. • ROI was an impressive 822% • To date there have been 39,430 bottles sold worldwide.