Brandhouse DM BRUCE'S WHISKEY BARREL by The Jupiter Drawing Room South Africa

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Industry Whiskey
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Creative Director Livio Tronchin
Art Director Kim Henshilwood
Copywriter Nick Gordon
Released April 2010

Credits & Description

Category: Dimensional Mailing
Advertiser: BRANDHOUSE
Date of First Appearance: Apr 12 2010 12:00AM
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director: Livio Tronchin (The Jupiter Drawing Room South Africa)
Art Director: Kim Henshilwood (The Jupiter Drawing Room South Africa)
Copywriter: Nick Gordon (The Jupiter Drawing Room South Africa)
Account Director: Rowan Eva (The Jupiter Drawing Room South Africa)
Account Manager: Christobel Koul (The Jupiter Drawing Room South Africa)
Media placement: Dimensional Mailer - Delivered by Courier - March 2010

Describe the brief/objective of the direct campaign.
We had developed a TV show called 'Scotland From Home' that took viewers on a journey into the world of fine whiskies. It was now vital that we got the trade and media representatives out there to believe in our campaign and to 'get onboard' before the campaign launched. Their role would be crucial in furthering the campaign communication to consumers. We needed to send them a teaser that would give them a 'taste' of what was to come and we wanted it to be engaging and memorable so that they would look forward to viewing the show.

Explain why the creative execution was relevant to the product or service.
The blue plastic barrel was especially relevant to the campaign because it echoed the main message of the TV show that there are no cheaper ways to make a good whisky. It was also a cunning way of getting across the humour in the show and the personality of our thrifty host: Bruce Campbell. The reps were left in no doubt as the the premium status of our whisky brands.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The idea developed around the challenge we faced, which was that our consumers were turning to the cheaper whiskies for price reasons in a recession. We wanted to demonstrate that there are no cheap ways to make a good whisky. So the reps received a blue plastic cask, the opposite of what one usually associates with making fine whisky. A call to action invited them to 'open up to the Bruce Campbell way'. Inside they found personalised items from our show host Bruce Campbell. Our desired outcome was for them to gain an insight into Bruce's personality and humour. Instead of simply engaging with a brand, we wanted them to engage with this personality.

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.
Increase in market share of Brandhouse's whisky portfolio to the extent that it increased the company's shareprice by 3% when all other competing companies are showing first quarter losses.