Ardbeg DM ARDBEG EMBASSIES – DRAMBASSADORS' HANDBOOK by Story

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ARDBEG EMBASSIES – DRAMBASSADORS' HANDBOOK

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Industry Whiskey
Media Direct marketing
Market United Kingdom
Agency Story
Creative Director Dave Mullen
Copywriter Charlie Gordon
Illustrator Iain Macintosh
Released January 2012

Credits & Description

Category: Flat Mailing
Advertiser: THE GLENMORANGIE COMPANY
Product/Service: ARDBEG WHISKY
Agency: STORY
Creative Director: Dave Mullen (Story)
Head Of Copy: Olivia Donaldson (Story)
Copywriter: Charlie Gordon (Story)
Account Director: Caroline Cairns (Story)
Account Executive: Lynsey Thomson (Story)
Digital Director: Manos Riglis (Story)
Illustrator: Iain Macintosh (Iain Macintosh)
Media placement: Mailing - By post worldwide - 1.4.12

Describe the brief/objective of the direct campaign.
MARKETING PROBLEM: In whisky, word of mouth is everything. Without a worldwide advertising budget we wanted to spread the word about Ardbeg Single Malt Whisky – a peaty malt made on the small Scottish Island of Islay.
OBJECTIVE: Further Ardbeg’s reputation. Grow the Ardbeg Committee, our worldwide CRM programme. Provide global mouthpieces for the Distillery.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Ardbeg Single Malt Whisky is made on the Scottish island of Islay. The Ardbeg Committee consists of over 60,000 members in 141 countries who share a passion for the brand.
The Embassy programme looks to replicate this hugely successful consumer programme in the trade – exclusive bars/spirit retailers.
Establishments are handpicked from around the world, and bestowed the honour of Ardbeg Embassy status. They effectively become Ardbeg’s ‘sovereign soil’ in that particular country. Each appointment carries duties to –
• Promote Ardbeg to the uninitiated
• Offer Committee members access to rarer releases
• Encourage people to join the Committee

Explain why the creative execution was relevant to the product or service.
To recognize the status of the establishment as an Ardbeg Embassy the owner/manager is named an Ardbeg ‘Drambassador’ becoming an extension of the small team that makes the revered whisky and part of the Ardbeggian family.
The Drambassador handbook sent to each Drambassador is an exclusive ‘training manual’ made to raise Ardbeg’s profile within this influential group. It tells the Distillery and Islay’s story. From myths to history, its role is to educate about everything Ardbeg and entertain with its playful – and very Ardbeggian – tone.

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.
An ongoing campaign, the programme has to date seen nearly 100 official Embassies open, from Germany to Japan, with the vision to have 150. Each actively promotes Ardbeg through tasting sessions and POS exposure, driving sales and providing a global network for the Distillery to communicate through.
Crucially, Embassies also raise awareness and promote membership of the Ardbeg Committee. Registration has doubled in recent months.