Adsarchive » Promo » Johnnie Walker » HOLIDAY HOUSE OF WALKER


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Industry Whiskey
Media Promo & PR
Market United States
Agency MKTG
Creative Director Elizabeth Valleau, John Demas
Account Supervisor Jason Calabrese
Released November 2010

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: WHISKY
Agency: MKTG
Date of First Appearance: Nov 29 2010
Entrant Company: MKTG, New York, USA
Executive Studio Vice President: Louis Marino (MKTG)
Creative Director: John Demas (MKTG)
Creative Director: Elizabeth Valleau (MKTG)
Account Supervisor: Jason Calabrese (MKTG)
Director of Production: Keith Balzer (MKTG)
Media placement: Pop-Up Retail - 1 Location - New York, NY - 29 November 2010
Media placement: Social Media - Facebook, Twitter, Foursquare - 1 December 2010

Describe the objective of the promotion.
The holiday season is an important time for presents. And at this time of year, people often consider higher-end spirit brands as special gifts to take to their family, friends and to give to hosts of parties.

This holiday, Diageo wanted to ensure that 24-35 year-olds had Johnnie Walker in mind when it came to giving that perfect gift. And that meant doing something special to stand out: like giving people a place to get together with friends during the busy holiday season, and increase the number of new Johnnie Walker drinkers.

Describe how the promotion developed from concept to implementation.
Diageo challenged us to imagine and build a brand destination that showcased the lifestyle of the Johnnie Walker consumer during the holiday season.

What would it be like at Johnnie Walker’s place? It had to be sexy and masculine with vintage charm. And a hell of a good time.

We developed a space to house 3 experiences: tastings with a Master of Whisky, private events and a Bring Your Own twist where bottle service met education.

Explain why the method of promotion was most relevant to the product or service.
During the holiday season - a time when many brands are clamouring for attention from consumers encouraging them to buy products – it made sense for Johnnie Walker to give consumers a place to enjoy what matters more than material things: good times with friends, shared over delicious scotch. By bringing to life Holiday House of Walker, we created the perfect setting for those shared times, and Johnnie Walker was at the heart of it all.

Describe the success of the promotion with both client and consumer including some quantifiable results.
With over 2,000 guests enjoying the Holiday House of Walker and a half million street impressions, the month-long activation was a huge success. Social media was buzzing with #johnnywalkertasting and influencers and celebrities, as well as other guests, fell in love with the style and charm of the space – and of course, the whisky. From a client perspective, they were so happy with the result that this upcoming holiday season we will be bringing the experience to more cities. Now that calls for a toast.