Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: DIAGEO TURKEY
Product/Service: JOHNNIE WALKER
Agency: DREAM DESIGN FACTORY
Creative Director - Partner: Arhan Kayar (Dream Design Factory)
Partner: Adsız Dogan Ekmekci (Dream Design Factory)
General Coordinator: Dilek Ocal (Dream Design Factory)
Project Coordinator: Sinem Kocayas (Dream Design Factory)
Project Assistant: Cihan Sırolu (Dream Design Factory)
Production: Fatih Yazıcı (Dream Design Factory)
Project Assistant: Selen Bayrak (Dream Design Factory)
Media placement: commercial - magazine - 12.03.2012
Media placement: commercial - outdoor - 12.03.2012
Describe the objective of the promotion.
Due to an importation problem, Johnnie Walker was off shelves for 1.5 years. The limited stock sales of Johnnie Walker whiskey brand by Diageo during 2009-2011 made the brand’s position in the market become weaker and eliminated the brand perception of the consumers. The aim of 2012 was to reinvigorate the brand image again. The Whisky Festival has taken place for 10 days in Turkey for the first time. The aim of the festival is to change the perception of Turkish people towards whisky consumption occasions.
Describe how the promotion developed from concept to implementation.
By collaborating with the most popular tabloid magazine and event ambassadors of Turkey, the high society was invited to the parties. A Magnum Photos exhibition, Johnnie Walker Pop Gallery, which explained the production process of whisky was held and Turkish collectors were invited. The première showing of Ferzan Ozpetek, famous Turkish director, hosted by him, was held and he spoke to the guest about the backstage of the movie. The 3D video-sphere prepared in Taiwan was shown at the opening night and on the most important street of Istanbul. Bagpipers from Scotland and kilt patterns were integrated into Turkey.
Explain why the method of promotion was most relevant to the product or service.
In January 2011 Tobacco and Alcohol Market Regulatory Authority (TAPDK) issued a by-law that set new ground rules for commercial ads, sponsorship deals and promotion campaigns in the marketing of alcoholic spirits and drinks.
TAPDK banned the use of names, logos, emblems or signs in sports clubs, organisations, services or any sports activities that could be associated with alcoholic drinks and spirits.
Alcohol drink brands cannot give encouraging messages to buy or drink alcoholic drinks to citizens on their marketing communication. Main aim is to communicate to the target customer with events, special crew directly face to face on the street, bars.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Special events: 4 special events organised are:
14 March Festival Opening Party at Armani Ristorante 300 visitors
15 March Johnnie Walker Pop Up Gallery Photos Exhibition Opening at Akaretler: 150 visitors
20 March Black Night @Sortie Hosting Onur Baştürk (very famous life style and magazine writer): 260 visitor
22 March Ferzan Özpetek (film director) Movie Premier Back Stage Screening Sabancı Museum: 257 visitors
Collaborating happy hours: 30 points (including night clubs, bars, restaurants, shopping stores)
Areas all through Istanbul: 8 districts of the Istanbul (Asia and European side)
No. of whisky glasses offered: 2,000
Amount of increase in sales: 40%