BRAIN TRIP by Hakuhodo Tokyo for Mhd

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BRAIN TRIP

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Industry Whiskey
Media Promo & PR
Market Japan
Agency Hakuhodo Tokyo
Executive Creative Director Hiromu Karube, Ino Shigeru, Nakajima Shizuka
Art Director Tomohito Ushiro
Designer Masuda Akio
Producer Yurioka Takashi, Akoya Soda
Released November 2009

Credits & Description

Category: Event and Field Marketing
Advertiser: MHD MOET HENNESSY DIAGEO
Product/Service: SCOTCH WHISKEY
Agency: HAKUHODO
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: HAKUHODO, Tokyo, JAPAN
Executive Creative Director: Karube Hiromu (Hakuhodo)
Executive Creative Director: Ino Shigeru (Hakuhodo)
Executive Creative Director: Nakajima Shizuka (Hakuhodo)
Creative Director/Copywriter: Takiguchi Yuya (Hakuhodo)
Creative Director/Copywriter: Yamamoto Yasushi (Hakuhodo)
Copywriter/Art Director: Tominaga Kei (Hakuhodo)
Art Director: Ushiro Tomohito (White Design)
Producer: Yurioka Takashi (Hakuhodo)
Producer: Soda Akoya (Hakuhodo)
Account Executive: Saito Akira (Hakuhodo)
Account Executive: Shirai Naoko (Hakuhodo)
Account Executive: Ueda Kenichi (Hakuhodo)
Designer: Masuda Akio (Cap Creative)
Production Manager: Ogawa Yuko (Powwow)
Production Manager: Nishiuchi Kentaro (Powwow)
Media placement: Event - Peninsula Tokyo - 16 November 2009

Describe the objective of the promotion.
TALISKER, the traditional Scotch Whiskey. We need to make TALISKER special among consumers. Whisky traders influence consumers, so we should make TALISKER special in the traders mind. The best way is visiting the Isle of Skye, TALISKER distillery. However, it costs too much.

Describe how the promotion developed from concept to implementation
1)Let the traders experience the trip to Skye 2)with low cost *Solution Brain Trip to the Isle of Skye, TALISKER distillery. We invited the most important 270 whisky traders to the Brain Trip. Traders put on eye masks and started to enjoy the trip with their imagination.

Describe the success of the promotion with both client and consumer including some quantifiable results
91% of the traders answered that they had a special TALISKER experience. We succeeded in: 1)Letting the traders experience the trip to the Isle of Skye whilst being in Japan. 2)It cost just 1/10 of a real trip to the Isle of Skye.

Explain why the method of promotion was most relevant to the product or service
In the dark, distillery's staff told various stories of Skye and the distillery. Traders gradually felt and understood the atmosphere of Skye by using senses of sound, taste, smell and touch. Finally, all traders expressed their feelings of Skye and TALISKER with their own words. Ex. Smell of flower at thaw Under the full-bloomed cherry blossoms Father's smoke of cigarettes