Johnnie Walker asked us to create an event concept to raise awareness of the brand in Madeira island in Portugal. The whole briefing was very clear: with a low amount of resources, build a catchy party concept to raise awareness of the brand Johnnie Walker and double its consumption on the party compared to last year.
Our strategy was based on the concept of whisky on the rocks, and the whole theme was built around that. We started with a digital campaign with a video teaser shown below, and then with a couple of prints used to promote on field prior to the party. Finally, at the party several incentive strattegies shown below were used to increase consumption.
Bellow follows the video report of the event made for Johnnie Walker:
At the event, all of the following ideas were implemented:
- The photoshooting poster had a treadmill for people to "keep walking" while taking pictures
- The whole front of the club had videomapping on it with the Johnnie Walker character constantly walking on it.
- Inside the club was decorated with giant colored ice cubes
- Everytime someone ordered a Johnnie Walker, the ice glowed red
- The photoshooting poster had a treadmill for people to "keep walking" while taking pictures
- The whole front of the club had videomapping on it with the Johnnie Walker character constantly walking on it.
- Inside the club was decorated with giant colored ice cubes
- Everytime someone ordered a Johnnie Walker, the ice glowed red
