Brandhouse Promo, Case study SCOTLAND FROM HOME by The Jupiter Drawing Room South Africa

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Industry Whiskey
Media Promo & PR, Case study
Market South Africa
Agency The Jupiter Drawing Room South Africa
Director Jason Xenopoulos
Executive Creative Director Ross Chowles
Creative Director Livio Tronchin
Art Director Kim Mcdonald
Copywriter Nick Gordon
Producer Peter Gird, Ruth De Vantier Chowles
Editor Eugenie Tancred
Released April 2010

Credits & Description

Category: Best Use of Television
Product/Service: WHISKY
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 McDonald (The Jupiter Drawing Room South Africa)
Copywriter: Nick Gordon (The Jupiter Drawing Room South Africa)
Producer: Ruth de Vantier Chowles (The Jupiter Drawing Room South Africa)
Account Director: Rowan Eva (The Jupiter Drawing Room South Africa)
Director: Jason Xenopoulos (Media 2 Point Zero)
Producer: Peter Gird (Media 2 Point Zero)
Editor: Eugenie Tancred
Recording Studios: Waterfront Studios
Media placement: TV - DSTV - 12 April 2010

Results and Effectiveness
Our 'Scotland From Home' campaign was a resounding success. We were able grow a loyal fan base and turn our character 'Bruce Campbell' into a brand icon. The result is that the average viewer developed a closer relationship to these brands and became far more knowledgeable about the whiskies in question. The audience's take-out that 'great whiskies are worth paying that little bit more for' was evident in increased sales figures of 30% across the range during 2010 and in particular a 46% increases in sales of Johnnie Walker Red Label.

Creative Execution
Our intended message exceeded the scope of traditional TV advertising. We needed to take our time and reveal the intrinsic values of these scotches to our consumers so they could fall in love with them again. Thus we created 'episodes' that together formed a TV series: 'Scotland From Home' with its fictitious host, Bruce Campbell. These 'episodes' were flighted as content, instead of in ad space, which allowed us to tell a story about the intrinsic qualities of our whiskies, in a memorable and entertaining way.

Insights, Strategy & the Idea
The recession has seen the premium whisky market facing tough times. Our once-loyal consumers have been turning from our brands towards the more 'budget' options. We determined that they had either forgotten or were not aware of the intrinsic qualities that set our premium whiskies (Johnnie Walker Black and Red Label, Bell's, J&B Rare and The Singleton) apart from the rest. With that in mind, we developed the insight that: ‘Life's too short not to drink a good whisky’. We wanted to remind our consumers what they were actually giving up; we wanted to reinforce these intrinsic qualities in an interesting and non-threatening way.