Chivas Regal Promo, Case study FROM TOKYO PROJECT by Pernod Ricard Rouss

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Industry Whiskey
Media Promo & PR, Case study
Market Russia
Agency Pernod Ricard Rouss
Released August 2011

Credits & Description

Category: Best Integrated Campaign Led by PR
Product/Service: CHIVAS REGAL
Marketing Director: Cyril Claquin (Pernod Ricard Rouss)
Marketing Manager: Dmitry Brinza (Pernod Ricard Rouss)
Brand Manager: Anton Stavenko (Pernod Ricard Rouss)
Public Relations Director: Olga Kassatkina (Pernod Ricard Rouss)
Film Director: Aleksei German-Jr
Film Producer: Artem Vassiliev (Metrafilms)
Film Art-Director: Elena Okopnaya
Public Relations Manager: Natalia Armaganova (Pernod Ricard Rouss)
Public Relations Manager: Karina Asoyan (Pernod Ricard Rouss)
Associate Branch Manager: Daria Belova (Pernod Ricard Rouss)
Media placement: Film Announcement - Tatler Magazine - July, 2011
Media placement: Making-Of PR - - August, 2011
Media placement: Making-Of PR - Top Gear Magazine - August, 2011
Media placement: Making-Of PR - Elle Magazine - August, 2011
Media placement: Making-Of PR - - August, 2011
Media placement: Venice FF - (Rossiyskaya Gazeta) - August, 2011
Media placement: Venice FF - OK - September,2011
Media placement: Film PR - - October,2011
Media placement: Premiere PR - Hello Magazine - October, 2011
Media placement: Film PR - Playboy Magazine - November, 2011

Summary of the Campaign

Chivas Regal is an iconic and truly luxury whisky Brand in Russia, however is under strong competitor’s pressure within highly cluttered environment and tight legal restrictions (ban for advertising on TV, Radio, Outdoor, limited in creativity).
The challenge was breaking through the clutter and bringing Chivas to the top of the most preferred whiskeys in Russia, driving adoption among high affluent and high-net-worth individuals.
From this perspective, PR was considered as the most effective communication tool to differentiate the Brand by creating unique & ownable content that would involve key consumer target into long-run conversations about true values such as generosity, brotherhood and optimism - Chivas Brand values.
Campaign idea was to produce a culturally significant (short) film that would deliver these values, collaborating with a Russian noble film-maker Alexey German-Jr. and inspiring him for creating scenario about life, generosity and brotherhood, as well as involve celebrity actors into the cast.
6-month 4-stage campaign was kick-off at Cannes Film Festival, followed by “Making of” stage, global premiere at Venice Film Festival and premiere in Moscow.
The whole campaign generated above 1 million EUROs free media value with ROI above 210% covering all target medias
The film itself got cinema industry and brand advocates recognition
o first time in Russia the brand created a piece of art inspired by its values, not for product placement purpose
o The "From Tokyo" film became the first film sponsored by brand that was accepted to such a prestigious Venice Film Festival (short-movie program "Orizzonti").

The Situation

Chivas Regal is the most iconic and truly luxurious whisky-brand in Russia, confident number 1 leader in its segment, famous around affluent and high-net-worth individuals. However, it is the number 2 A&P investor in its segment, owing to being under very strong pressure from competitors within a highly-cluttered environment with tight legal restrictions. (Advertising on TV, radio, and outdoors is banned. Creativity is limited.)

Therefore, PR is considered the key communication tool for premium alcohol brands in Russia. It is especially important to convey brand values in unique and outstanding ways to the right target-audience.

The Goal
• Bring Chivas Regal to the top of the most preferred whiskeys in Russia, driving adoption amongst highly affluent 25-45year-old modern men;
• Engage the primary target with unique branded content, enabling long conversations about true and topical values, such as generosity, brotherhood and optimism, i.e. Chivas Regal's values;
• Be culturally significant, bold and different with the approach.

The Strategy
Under tight legal restrictions and in a highly cluttered category, our company was challenged to involve the target-consumer and brand-advocates in a long-running campaign, generating conversations around the core Chivas Regal values: friendship and brotherhood, generosity and morality, optimism and honor - highly topical issues for Russian society.

The campaign's big idea was to produce a culturally significant short film that would deliver these values (without being product-placement) and collaborate with a noble, Russian film-maker and inspire him with the Chivas Regal Brand Platform to create a scenario about life, generosity and brotherhood, as well as involve celebrity actors (e.g. Chulpan Khamatova).

The campaign's rollout-plan consisted of 4 PR-waves kicking-off at the Cannes Film Festival in May 2011 (of which Chivas Regal is the official partner). This was followed by the 'making of' stage, a global premiere at Venice Film Festival and a local premiere in Moscow, engaging with the cinema elite and brand-advocates at every stage.

In May, 2011, the campaign was kicked off at the Cannes Film Festival. The idea of the film creation was born and the partnership with noble film-maker, A. German, was announced. This resulted in the first PR-wave.

From June to July, 2011, St.Petersburg, Moscow, the film production took place - scripting, shooting, editing. The second media wave surrounded the filming of the 'Making Of'.
In September, 2011, at the Venice Film Festival, the film was deservedly accepted for the Venice film festival, becoming the first ever Russian film sponsored by a brand, all of which took part in such a prestigious film festival. This fact gave another spin on the campaign. The only unexpected challenge in the campaign came when we had to organise the press-tour within a very short time.
On September 17th, 2011, in Moscow, the premiere and the press-conference took place. The event was widely covered by media.

Documented Results
- More than 1,000,000 euros' worth of PR redemption;
- A return on the invested budget of 2:1;
- PR coverage reaching media KPIs in a full media-plan; (Cover 1+ 40,9%; TA M 25-45 High Income);
- Press/PR Coverage:
- Target audience coverage in press = 40.9%, OTS; 3,236,600 (TA M 25-45);
- Digital PR Coverage: Target audience coverage on the internet = OTS 26,351,000 (TA M 25-45)
- Digital Advocacy - YouTube channel views = 61,138 for 3 months without any media push/among specific audience
Premier of the film inspired and sponsored by Brand within competition of Venice Film Festival 2011.