Category: Best Online Advertising in a Promotional Campaign
Advertiser: DENVIEW
Product/Service: THE FAMOUS GROUSE SCOTCH WHISKY
Agency: PROGRESSION GROUP
: Alekhin Roman (Progression Group)
: Alexeev Andrey (Progression Group)
: Gatalskaya Julia (Progression Group)
: Glagoleva Oxana (Progression Group)
: Golovina Daria (Progression Group)
: Goncharov Boris (Progression Group)
: Kudryakova Ninel (Progression Group)
: Matveeva Julia (Progression Group)
: Shinelko Olesya (Progression Group)
: Tyshniuk Ekaterina (Progression Group)
Media placement: Internet Special Project - Branded Channel - YouTube.com - 26.11.2011
Describe the objective of the promotion.
The Famous Grouse has been the No.1 choice whisky brand in Scotland for 30 years.
Nevertheless, the product was almost unknown in Russia, and as surveys showed customers hardly differentiated between any certain whisky brands within the category.
Our objective was to raise nationwide product awareness with an innovative promotion that would involve people around the whole country and generate positive perception of the brand.
Describe how the promotion developed from concept to implementation.
The concept was built around the ability of the Scots to choose the best option, as they did with The Famous Grouse, a genuinely great whisky. Moreover, we decided to exploit and make fun playing on a fabled feature of Russian national character, a blind trust in sheer luck.
As a solution we created an online decision-maker on a special YouTube channel, where a group of Scots gathered to give advice to everybody, choosing between any 2 requests, typed into special fields by visitors.
Explain why the method of promotion was most relevant to the product or service.
The campaign was warmly welcomed by the audience, lured by easy-to-get prizes and an entertaining brand experience. By means of a decision-maker customers were personally involved into the brand’s world and afterwards were eager to share the channel with their friends in social networks.
A certain social and political context related to upcoming presidential elections and a choice every citizen was expected to make also played into our hands and the Scottish decision-maker went viral.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion campaign created strong awareness of The Famous Grouse brand in Russia, established positive perception of the product, and increased national sales. The channel received an overall of 133,971 views with over 94,000 choices made online. The overall market share increase comprised +2%. A great success was a public sympathy to the Scottish choice-makers: when the campaign was completed and the Scots were given their deserved rest, visitors were flooding the channel with requests to put the decision-makers back.