Category: Best use or integration of experiential events
Advertiser: DIAGEO TURKEY
Product/Service: JOHNNIE WALKER / SMIRNOFF
Agency: DREAM DESIGN FACTORY
Partner/Creative Leader: Arhan Kayar (dDf)
Partner: Adsız Dogan Ekmekci (dDf)
Project Coordinator: Sinem Kocayas (dDf)
General Coordinator: Dilek Ocal (dDf)
Production: Fatih Yazici (dDf)
Production: Cihan Yorulmaz (dDf)
Event Project Assistant: Cihan Sirolu (dDf)
Media Relations: Idil Cetin (dDf)
Graphic Designer: Guray Yıldız (dDf)
Graphic Designer: Turker Tukenmez (dDf)
Video Production: Levent Ayaslı (dDf)
Media placement: outdoor - outdoor adversting wall - 18.12.2012
Campaign Description
In order for alcoholic beverage brands to be able to hold events in Turkey, the locations need to have a license. Before the event, in order to ensure security, it is necessary to apply to the police and office of the governor for official permissions. Since the event location is a historical asset, all decorative element are to be used only temporarily. As the pathway over the water cut of the sea traffic, the Coast Guard needs to give permission as well. Because all these permissions are valid only for 24 hours, all production efforts were made secretly from the press and citizens. No communication was implemented before the event.
Effectiveness
Biggest brand marriage of the year, the Mey & Diageo launch event was celebrated on the 21th of December, the longest night of the year. The main goal of the event was to create a brand new experience for the guests and promote the beverages of both brands. The main idea intended for the event was for it to be unforgettable and to make a tremendous impact.
The event location ‘Suada’ is an artificial island, placed on the Bosphorus waters. Normally private boats are used for transportation to the event area. However, for the first time, to create this event’s surprise concept, a walking path was constructed on the water for 24 hours. Covered with red carpet, the walk way was set up to reach Suada, and was concealed before guest participation.
After the union speech made by the Chief Executive Officer of Mey & Diageo, the ‘Keep walking’ slogan stated, the whole path was lit up and made visible. Guests headed towards Suada to experience the 170 meters walk on water. Johnnie Walker hosts accompanied the guests on the way to Suada, with their special costumes, holding their walking sticks. Special walking sticks that were inspired by the walking stick of Johnnie Walker were distributed to all the guests during their walk to the island. During the walk, Scottish bagpipe musicians accompanied the guest with music. The guests reached the island on foot. On the outdoors area of Suada, they were welcomed with various beverage sections, and brand concepts such as Johnnie Walker, Baileys and Yeni Rakı were presented. They were also offered drinks from all these brands. Inside was prepared as the party area, and the concept of presenting Diego's major drinks such as Smirnoff, Captain Morgan and Gordon’s continued there as well. The vodka area was activated by the DJ’s.
Implementation
Direct marketing was used to ensure attendance to the event. 2,000 invitation cards were sent to the guests’ personal addresses. A call centre created specifically for this event made calls to all the guests one by one and encouraged them to attend the event. The guests were informed that this would be a once in a lifetime experience. No information about the surprise of the night was given to the guest. Only Smirnoff's ‘Be there’ and Johnnie Walker's 'Keep walking' themes, which Diageo wants to prioritise on the Turkish market, were emphasised in the invitation text.
Outcome
The 2,000 people guest list comprised of successful restaurant and night club managers, trend setters of entertainment and night life, and VIP guests. 3 days before the event, RSVP number was 700, but the guest number reached 1,500 during the party.
To raise the curiosity level of the guests, the invitation only stated “Let's meet at Suada on the longest night, be there”. After the welcome speech on the Mey-Diageo marriage, the 'Keep walking' for an unforgettable night slogan was issued. Newspapers content and titles further highlighted the party (invitation) as real. The night was unforgettable; guests walked on the Bosphorus water in their life for the first time and the last time.
24 hours later the event took place in the top 3 newspapers of Turkey. All column writers and tabloid press wrote about the event. Apart from the tabloids, the walkway over the water appeared on prime time news on TV. The party was discussed on Twitter and Facebook for the following 2 weeks.
The construction of walking path permission took 24 hours, and to get this working permission 25 formal letters were signed in order to apply to Govern, Police, Sea Side Security and Municipalities.