Concept
Diageo worked with to design an experience for its whisky brand Red at bars that stock the product across the Manchester area in November. The design of the experience was two-fold.
Firstly, it needed to capture the sophistication and style of the Johnnie Walker House in Shanghai – an embassy for whisky culture that educates and inspires influential guests. Secondly, the provenance of the Johnnie Walker story and the flavours of the product also needed to be brought to life in an immersive experience.
Design
TRO sourced and redesigned fashionable red leather cases to create a stylish and visually engaging mobile trial and interaction mechanic that presented 'liquid-on-lips' moments to consumers. Brand ambassadors that were in line with the style of the brand were recruited and dressed in visually impactful outfits as they greeted consumers with the message that Johnnie and Ginger had arrived to invite them to Go Bold. In line with this ‘Go bold with Johnnie and Ginger’ message, consumers were educated on the flavours of Johnnie Walker Red Label and offered a serve of Johnnie and Ginger.
To extend the consumer experience, samplers were encouraged to upload a ‘bold’ photo of themselves or their friends with their sample using the hashtag #GoBoldTonight, which gave them the chance to appear in digital ads across the city that night and win a trip to Berlin.
Results
The experience allowed the brand to interact and engage with a high number of consumers across a number of on-trade environments across multiple weeks, offering an impactful, stylish and memorable liquid-on-lips experience delivered with scale. The campaign was activated in 45 on-trade environments, which resulted in 9,699 sampling moments.
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