Spikes Asia

CURIOUS BOOK BAR

BBDO, Tokyo / DEWAR'S / 2023

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Overview

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Credits

Overview

Background

The "filter bubble" brought about by the search-oriented lifestyle of smartphones and the Internet has led to a decline in the spirit of curiosity, as people are only interested in the information that interests them.

DEWAR’S is a unique blended whiskey born from the curiosity of its founder and “Stay Curious” is the brand creed.

The brand needed to convey how having curiosity can make life more savory, and at the same time, to get Japanese people curious about DEWAR'S, a whisky that they are not familiar with.

Idea

Dewar's worked with a well-known bookshop chain to create new book titles that were not original books, using shopper profiles and book purchase data.

This created encounters with books that would not have been encountered in the original book, an experience that is in line with the brand creed 'Stay Curious'.

Strategy

DEWAR'S has opened a book bar where visitors can experience "Stay Curious”, drinking the whisky. It was a completely new reading experience. DEWAR'S collaborated with a bookstore chain and created 100 titles based on the real purchase history data of the people who bought the book. The books lined up on the bookshelf were with their original covers hidden.

Visitors picked up the book out of curiosity based on the title alone and enjoyed a completely new reading experience with DEWAR'S.

Execution

DEWAR'S has opened a book bar where visitors can experience "Stay Curious”, drinking the whisky. It was a completely new reading experience. DEWAR'S collaborated with a bookstore chain and created 100 titles based on the real purchase history data of the people who bought the book. The books lined up on the bookshelf are with their original covers hidden. Visitors picked up the book out of curiosity based on the title alone and enjoyed a completely new reading experience with DEWAR'S.

Outcome

This activation to arouse curiosity became a hot topic of conversation(garnered 16,301,376 media impressions) and contributed to impress the brand creed “Stay Curious”. Also, 1,043 glasses of DEWAR'S were drunk during the event. People enjoyed the chances of encountering the books if they had only seen the cover. Moreover, some even bought the book.

By having this successful result, this event will be scheduled to roll out nationwide.

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