Glenfiddich Promo, Case study GLENFIDDICH LOCKED BOX by Ruby

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Industry Whiskey
Media Promo & PR, Case study
Market United Kingdom
Agency Ruby
Creative Director Matt Davis, Richard Megson
Art Director Anthea Goodrick
Copywriter Rose Lang
Released August 2010

Credits & Description

Category: Best Consumer Engagement
Product/Service: WHISKEY
Agency: RUBY
Date of First Appearance: Aug 2 2010
Entrant Company: RUBY, London, UNITED KINGDOM
Entry URL:
Creative Director: Richard Megson (RUBY)
Creative Director: Matt Davis (RUBY)
Art Director: Anthea Goodrick (RUBY)
Copywriter: Rose Lang (RUBY)
Planning Partner: Ben Mitchell (RUBY)
Planner: Jamie Chadwick (RUBY)
Account Director: Amber Faulkner (RUBY)
Senior Account Manager: Amanda Taylor (RUBY)
Senior Designer: Simon O'Brien (Ruby)
Media placement: 3D Mail out - n/a - 2nd August 2010

Insights, Strategy & the Idea
We had to convince engaged whisky drinkers with an idea that would compel them to visit Glenfiddich’s online virtual warehouse

Malt whisky drinkers form an especially close-knit community online led by a handful of prominent bloggers. They were the gatekeepers to genuine malt whisky drinkers that had a thirst for greater whisky knowledge, making them a key Glenfiddich audience. Appealing to these bloggers was the number one priority.

Our strategy played to our bloggers’ vulnerabilities; the fact that they need unique content and to break whisky news to stay influential among their followers. Therefore our strategy was designed to provide bloggers with extremely valuable content for their blogs, the kind of news that compelled them to post. However we tailored the content in such a way to put the virtual warehouse at the centre of the story.

Creative Execution
We sent bloggers a locked box but we didn’t send them the combination for the lock. That was sent to another blogger. We then emailed them daily clues to help them identify who had their code. Bloggers were matched together by identifying who they had interacted with most on their individual sites. This helped to grease the wheels of conversation.

We also encouraged bloggers to involve their followers to help them try and crack the clues. When bloggers had obtained their code they opened their locked box to reveal an exclusive URL to the Warehouse and the reward of a bottle of limited edition distillery malt, with a label personalised with their name.

DM provided the perfect mechanic to interrupt and intrigue bloggers operating in a digital world. A traditional press release would not have generated the excitement in the way that the personalised locked box idea did.

Results and Effectiveness
We achieved a 100% blogger response with each blogger posting on average 3 times. All posts included pictures as well as links and explanations of the virtual warehouse. Most bloggers had additional social channels such as YouTube, Facebook that were used to disseminate links to the relevant posts on their blog.

Over the 7 weeks since launch we delivered a sharp increase in unique traffic of 130,000 new visitors to the online warehouse all with an average dwell time of 5 mins. Making it Glenfiddich’s most successful online campaign ever.