START A PARTY by Ogilvy & Mather Buenos Aires for J&b

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START A PARTY

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Industry Whiskey
Media Promo & PR
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Creative Director Manuel Rodriguez
Art Director Cora Cipriani
Copywriter Luis Eduardo Garcia, Agustina Pessio, Sabrina Birolo
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: DIAGEO
Product/Service: J&B WHISKEY
Agency: OGILVY ACTION YUNES
Date of First Appearance: Nov 21 2009 12:00AM
Entrant Company: OGILVY ACTION YUNES, Capital Federal , ARGENTINA
Entry URL: http://www.jbscotch.com
IMC Director: Federico Bover (OgilvyActionYunes)
Executive Group Director: Rodrigo Luque (OgilvyActionYunes)
Creative Director: Manuel Rodriguez (OgilvyActionYunes)
Art Director: Cora Cipriani (OgilvyActionYunes)
Account Director: Georgina Roccatagliata (OgilvyActionYunes)
Producer and Supplier Manager: José Cardelli (OgilvyActionYunes)
Copywriter: Agustina Pessio (OgilvyActionYunes)
Account Executive: Giselle Estevez (OgilvyActionYunes)
Multimedia Designer: Martín Figari (OgilvyActionYunes)
Producer and Supplier Manager: Mariel Marangoni (OgilvyActionYunes)
Head of Art - Xpress Desing: José Carrillo (Red Works)
Designer - Xpress Desing: Sergio Beccacece (Red Works)
Copywriter: Sabrina Birolo (OgilvyActionYunes)
Copywriter: Eduardo García (OgilvyActionYunes)
Media placement: Event & Field Marketing - 1 Spot - Event & Field Marketing - 21 November 2009

Describe the objective of the promotion.
Our challenge was to produce one of the Worldwide J&B Parties, creating it in a unique and stark place. Where nobody would dream to develop a party, in a place of intense cold and deep mystery, we wanted to surprise guests and connect them to the brand`s spirit.

Describe how the promotion developed from concept to implementation
300 guests from 18 countries arrived to the southern most city in the world to live an extraordinary experience: one party in 3 different locations, becoming the first 8 hour non stop J&B Party. Guests in floating discos, dj`s and bartenders, sailing the powerful waters of Beagle`s Channel, heading for the last American’s light. Then, the disembarkation was on the Island of Fire, to live ethnic music, bonfires and drinks. After that, the guests went to The Prison of the End of the World, turned into a disco where the cryptic residents and guests join together in 180 punishment cells.

Describe the success of the promotion with both client and consumer including some quantifiable results
The Global Promotion was developed with success in 18 countries, where 409.317 consumers participated during the 60 days of activation to win the travel to Tierra del Fuego and enjoy the Party. The impact in media and the outreach of the event exceeded all expectations, before and after the party, with 17% of the spaces created spontaneously by the public and guests. The Party of The End of the World was rated as the best international event of the J&B brand, receiving internal recognition for Diageo globally as a “Brilliant Execution of Global Platform”.

Explain why the method of promotion was most relevant to the product or service
J&B has developed the Start a Party`s platform around the world. This time, to be on the top of the brand`s recognition, the agency was asked to give to the brand an experience never known in that platform. Based on the brand`s spirit it was thought in an extreme place, that gives to the product a real connection with Tierra del Fuego`s atmosphere and create an unforgettable experience to guests.