MAN OF THE SEASON by Wunderman New York for Johnnie Walker

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MAN OF THE SEASON

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Industry Whiskey
Media Direct marketing
Market United States
Agency Wunderman New York
Art Director Alex Evans
Released November 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DIAGEO
Product/Service: JOHNNIE WALKER WHISKEY
Agency: WUNDERMAN NEW YORK
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: WUNDERMAN NEW YORK, USA
Entry URL: http://for-your-consideration.com/johnniewalkerholiday/
Digital Producer: Matt Ryan (Wunderman)
Management Supervisor: Jennifer Towers (Wunderman)
Senior Account Planner: Corey Gehrt (Wunderman)
Senior Interface Engineer: Josh Hoffman (Wunderman)
Senior Applications Engineer: Tom Fabbricante (Wunderman)
Creative Lead: Brian Kunath (Wunderman)
Art Director: Alex Evans (Wunderman)
Copy Writer: Joe Nagle (Wunderman)
Senior Flash Developer: Julia Vargas (Wunderman)
Senior Flash Animator: Bentsi Beberashvili (Wunderman)
Media placement: Website - N/A - 2 December 2009
Media placement: Social Media Aps - N/A - 3 December 2009
Media placement: Mobile Content - N/A - 3 December 2009
Media placement: Emails - N/A - 3 December 2009

Describe the brief/objective of the direct campaign.
Everyone has a holiday wish list. For Johnnie Walker, it was a digital campaign that increased consumption among its 30-something male audience while bringing new members into its loyalty program, the Striding Man Society. However, they wanted the campaign to also offer current members something rewarding and useful for the holidays. Clearly, this would require more than a mere marketing site.

Explain why the creative execution was relevant to the product or service.
We filled the campaign with tips, tools and gifts for celebrating the season with effortless class. And we delivered them on the devices and media that guys use every day. Our guy could hit the site for gifting tips, and then print VIP certificates to engrave a gift bottle. At a party, he could raise his glass and deliver a personal toast -- received just seconds prior on his mobile device. Later, on Facebook, he could fill his friends’ walls with digital gifts, drop his own hints, and decorate his profile picture like a man.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We needed to give Johnnie Walker something that got Striding Man Society members talking, non-members enrolling, and everyone seeing Johnnie Walker as the drink of choice in the holidays. So we created “The Johnnie Walker Man of the Season.” The concept was simple: Everyone wants to be the man, but few men know how to navigate the holidays with class. So we’d give guys shortcuts to looking and sounding their best at any occasion, helping them spread both cheer and envy.

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.
Within two days of announcing the program, traffic on johnniewalker.com more than tripled. As the guys used the program to spread cheer, activity lit up across the channels. The mobile apps had an average engagement of around three minutes. Engagement with Facebook apps was nearly four minutes and 6.2 pages per visit. Facebook fans grew by six thousand. Most impressively, more high-value consumers signed up to be Striding Man Society members during the campaign than at any other point in the previous six months. Johnnie Walker wanted a happy holiday. We delivered.