Johnnie Walker DM FROM EVENT TO EXPERIENCE by Wunderman New York

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Industry Whiskey
Media Direct marketing
Market United States
Agency Wunderman New York
Associate Creative Director Brian Kunath
Art Director Alex Evans
Copywriter Joe Nagle
Released April 2010

Credits & Description

Category: Traffic & Brand Building
Product/Service: WHISKY
Date of First Appearance: Apr 1 2010
Entrant Company: WUNDERMAN NY, USA
Executive Vice President / Chief Creative Officer: Nick Moore (Wunderman)
Associate Creative Director: Brian Kunath (Wunderman)
Copywriter: Joe Nagle (Wunderman)
Art Director: Alex Evans (Wunderman)
Account Director: Jennifer Towers (Wunderman)
Account Executive: Mary Scott (Wunderman)
Senior Producer: Matt Ryan (Wunderman)
Executive Vice President / Strategic Services: Margie Chiu (Wunderman)
Data Analyst / Marketing Intelligence: Cynthia Koo (Wunderman)
Media placement: Web - Facebook, Twitter, Foursquare, - 1 April, 2010
Media placement: Email - Email - 1 April, 2010
Media placement: Mobile - Urban Daddy and Thrillist - 1 April, 2010

Describe the brief/objective of the direct campaign.
How do you attract a new audience of 20- and 30-something men to liquor they view as somewhat old-fashioned, difficult-to-order and not relevant to their lives? That was Johnnie Walker’s challenge.

To change men’s opinions about Johnnie Walker, we needed to drive them to our “House of Walker” scotch tasting events in a way that proved we understand how our audience thinks, acts and lives.

But more than that, we needed to transform each of these one-off tasting “lectures” into a social, desirable and participatory experience that kept guys engaged long after the event ended.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The goal: get the right audience to attend a House of Walker event, talk about Johnnie Walker with their friends, and stay engaged throughout and after the event.

Our solution? The Johnnie Walker® House of Walker Experience is a social media-based promotional campaign and a robust scotch community, all in one.

By building a scotch community around each tasting, we aimed to transform a one-off event into a never-ending experience that fits our target audience’s lives perfectly, and proves to them that Johnnie Walker is the drink that fits with their lifestyle.

Explain why the creative execution was relevant to the product or service.
The Johnnie Walker House of Walker Experience makes Johnnie Walker popular, contemporary and sophisticated by bringing the best the events have to offer to the pre-, during-, and post-event engagements.

And it adds new life to the events themselves, by using on-premise social and mobile media to let attendees talk about their night while they enjoy it, upload and share event pictures, and take home a mobile, user-populated “whisky atlas” that shows them where to enjoy Johnnie Walker after the event ends.

We’re proving Johnnie Walker is the drink of choice every step of the way.

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 impact of our program was immediate and dramatic.

78% of new attendees were within the brand’s target range. We were reaching the right guys.

86% of House of Walker attendees talked about Johnnie Walker in a positive way, and 81% shared knowledge of Johnnie Walker. We’re delivering the right message.

We attained over 5.8 million impressions through Facebook, Twitter, Foursquare and Yelp. The 15,000 attendees reached out to more than 325,000 friends and followers through comments and tags on Facebook, as well as Tweets. And our Facebook fan base jumped 157%. We’re getting guys to spread the word.