King of Flavour, brought to you by Johnnie Walker®, allows whiskey lovers to discover the perfect Johnnie Walker® for you through Meet Your Match, an interactive web-based campaign.
This mesmerising experience incorporates mood, environment and serve preferences – a wholly immersive adventure of the senses.
Case Study video
Case Study Board
The Brief
Launch the Johnnie Walker® King Of Flavour campaign in South Africa utilising the big bold flavours that reside within every bottle of Johnnie Walker®.
The Insight
Classic whisky tastings have had their day. Instead of an expert telling you which flavour notes you can taste in a whiskey, you can use the flavour notes themselves to discover which whiskey is right for you before you’ve even tasted it.
The Idea
We created the world’s first whisky profiler.
Where you can discover the perfect Johnnie Walker® for you through your personal flavour preferences, your mood, your environment and your perfect serve.
Where you can discover the perfect Johnnie Walker® for you through your personal flavour preferences, your mood, your environment and your perfect serve.
Online Videos
South Africa’s top ranked chef, David Higgs was brought in to isolate the top 15 flavour notes of Johnnie Walker® and cleverly conceal them using cutting-edge molecular gastronomy.
Then 4 test subjects were put though the profiler with no knowledge of what it was about and a perfect whiskey match was made every time.
The profiler was then made into an online teaser film directing you to the digital flavour profiler.
The Microsite
The desktop version also generated a unique audiovisual composition for your individual flavour profile according to your current mood.
Your whiskey match was also paired with food and a variety of unique serves.
Your whiskey match was also paired with food and a variety of unique serves.
Mobile
We matched the user experience no matter what smart phone was used, by optimising the Meet Your Match App to resemble the same level of sensory excellence.
PR & Social media
To introduce social media influencers and drinks writers to the campaign, we created the interactive Sensorium, a real-life whiskey profiler, to enable them to discover their perfect Johnnie Walker® blend.
Choices were made by tasting flavours prepared by SA’s top chef, David Higgs, smelling aromas and listening to music with sensors registering user choices. Their perfect flavour was then displayed from behind a mirrored screen.
Everyone briefed shared the experience via social media and blog posts.
Everyone briefed shared the experience via social media and blog posts.
By users engaging with the online Meet Your Match Johnnie Walker® whiskey profiler and sharing profiler experiences on Facebook and Twitter, they received an instant special offer and tickets to an exclusive live whiskey profiler event featuring David Higgs.
King of Flavour Experience
Shine Studios in Braamfontein played host to the world's first live whisky profiler experience from the House Of Walker. Curated by Executive Chef David Higgs, 300 guests participated in an exclusive celebrity-studded multi-sensory flavour experience which culminated in them each being introduced to their perfect Johnnie Walker label.
King of Flavour Experience Video
The Results
6.6 million
Reached through social media channels.
100%
positive coverage from all influencers briefed.
114,249
Views on YouTube.
