ROLL UP, ROLL UP! by Story for Ardbeg

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Industry Whiskey
Media Direct marketing
Market United Kingdom
Agency Story
Director Kirk Hendry
Creative Director Dave Mullen
Producer Lydia Russell
Released January 2010

Credits & Description

Category: Product Launches
Agency: STORY
Date of First Appearance: Feb 1 2010 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)
Studio Manager: Graham Robb (Story)
Senior Account Director: Laetitia Drexler (Story)
Group Account Director: Sheila Gallagher (Story)
Digital Director: Manos Riglis (Story)
Producer: Lydia Russell (Th1ng)
Director: Kirk Hendry (Th1ng)
Media placement: Direct Mail - Worldwide - 1st February 2010
Media placement: Microsite - Worldwide - 15th February 2010

Describe the brief/objective of the direct campaign.
BRAND: Ardbeg Malt Whisky – made on the small Scottish island of Islay. AUDIENCE: Ardbeg’s CRM (customer relations management) programme, The Ardbeg Committee – 52,000 members, 120 countries. PRODUCT: To celebrate the Committee’s 10th Anniversary, we created a limited edition whisky taken from rare casks from ten different years, Rollercoaster. OBJECTIVES: Launch the whisky and events worldwide – usually when we create a special bottling we release circa 3000. This time we created 13,000 and set out on an ambitious sales drive. We also wanted people to sign up for information on forthcoming global Anniversary parties and invite a friend, thus capturing data.

Explain why the creative execution was relevant to the product or service.
• Our CRM programme, The Ardbeg Committee, is a very cost effective, self-perpetuating channel for building loyalty, testing and cross-selling new and existing products. It’s the Committee’s mission to spread the word about Ardbeg and bring new drinkers into the fold, which they do freely and enthusiastically. • It’s our duty to feed our Ardbeggian evangelists with regular news and even more exciting and entertaining Ardbeggian communications. Everything we do seeks to capture and clean data.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
An on/offline strategy: • While we increasingly use digital, engaging mail packs are a mainstay of our strategy, eagerly anticipated by our audience. • We created a mailer containing ‘tickets to ride’ and details of when the bottling would be released. • The mailer directed them to, to play a game, watch a movie, sign up for invites to worldwide celebrations and buy a bottle. • Our fantastical rollercoaster movie starred various characters and expressions from the last 10 years that die-hard Ardbeg fans would recognize and challenged them to spot all 10 expressions, hidden within the film.

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 amazing 11,000 bottles sold in 2 weeks, from a stock of 13,000. • From mailing 50k people we had 46,096 visits. • Absolute unique visitors 22,560. • Page views: 338,534. • Average page views per person : 7 • Average time spend on site : 14 minutes. • Word of mouth has made this campaign very successful in terms of recruiting new members to the Committee – rate of new members joining the Ardbeg Committee has risen 300% since campaign launch and is ongoing week on week. • ROI: 850%