Developed by agency Story, the campaign breaks today and aims to engage the 50,000 members of Ardbeg's CRM programme worldwide to encourage them to go to the Ardbeg website and buy a bottle of Ardbeg Corryvreckan.
The campaign starts off with an email push to encourage members to go online to watch a film to find out who ‘dived and survived'. Filmed in the style of an old B-movie feature, the film features a deep-sea diver dressed in full vintage diving kit and tells the tale of a diver facing the lure of descending into the dangerous whirlpool Corryvreckan.
Members are invited to make their own personalised movie by uploading their photograph and placing it in the empty helmet to answer the question ‘Who dived and survived?' They are then able to forward their own completed personalised movie to friends.
Life sized diving helmets, surf boards, ice moulds and wet suits will also be used to promote the Corryvreckan whisky at tastings and whisky events around the world.
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