Category: Best Localised Campaign
Advertiser: DIAGEO
Product/Service: JOHNNIE WALKER BLACK LABEL WHISKEY
Agency: BBH CHINA
Agency: XSTREAM PRODUCTION
Executive Creative Director: Johnny Tan (BBH China)
Agency Producer: Jasmine Huang (BBH China)
Creative Director: Leo Zhang (BBH China)
Associate Creative Director: Craig Howie (BBH China)
Senior Art Director: Jeffrey Sun (BBH China)
Associate Account Director: Joyce Hong (BBH China)
Account Manager: Natalie Ann (BBH China)
Engagement Planning Director: James Sowden (BBH China)
Chairman: Charles Wigley (BBH China)
Production House Producer: Eva Lam (BBH China)
Production House Producer: Xiao Qi Nan (BBH China)
Production House Producer: Zhang Dong (BBH China)
Production House: Xstream Production
Executive Producer: Jia Zhang Ke (BBH China)
DOP Director: Yu Li Wei (BBH China)
Composer: Lin Qiang (BBH China)
Director: Jia Zhang Ke (BBH China)
Director: Wei Tie (BBH China)
Director: Song Fang (BBH China)
Director: Chen Tao (BBH China)
Director: Chen Zhi Heng (BBH China)
Director: Tan Chui Mui (BBH China)
Director: Wang Zi Zhao (BBH China)
Media placement: Feature Movie In Cinema - Cinema - Mar 22, 2011
Insights, Strategy & the Idea
In China's overcrowded media landscape it was becoming increasingly difficult, and expensive, to reach a target audience. At the same time, consumers were demanding more sophisticated marketing in return for their time and attention.
As the ambassador of 'progress' it was up to Johnnie Walker to find a new way forward. We needed to do something as big and as powerful as our brand message itself.
So, Johnnie Walker decided to create a feature film entirely its own.
Creative Execution
We gave ourselves a lofty brief: produce a full length feature film that would inspire a generation to Keep Walking.
The result was Yulu: Words Of The Journey. A film which brought together twelve unique individuals who were redefining the meaning of progress in a new China. Each was asked the question: "What would you say to inspire a generation?"
We released their answers in segments online. These short installments served as trailers for the full length feature and generated more online discussion and debate than we ever could have imagined. By the time Words On The Journey reached cinemas it was already the hottest documentary film of 2011.
The film was an official selection at the 2011 Hong Kong International Film Festival- the only film to screen to a sold-out crowd. This high profile success led to more festival screenings, more media coverage and more consumer interest all along the way.
Results and Effectiveness
The campaign set an entirely new expectation for marketing in China: sold-out screening; over 34m views online totalling a staggering 102m minutes of branded engagement; earned media value estimated at 277m RMB ($44m USD) from a $7m USD investment.
In fact, the impact was so great that TV channels ran the film as content. Ultimately, Johnnie Walker overtook the category leader in Awareness (17% vs 16%).
But the lasting influence of Words On A Journey extends beyond advertising and entertainment: the film has helped inspire a generation to Keep Walking.