As digital becomes mainstream in China, Johnnie Walker decides to take a new approach in launching their brand campaign. Rather than 'telling' consumers what the brand idea 'Keep Walking' is about, we decided to ask consumers a question instead: What would you say to keep your generation walking?From this simple start-point sprang a cultural phenomenon spanning a web event, an online debate with over 100 bloggers involved, the creation of modern China’s most compelling documentary films, and thousands of unique content pieces created.

It galvanized millions from the much derided ‘Rubber’ generation, showing them at their best, and gave the Johnnie Walker brand a distinct role in not only whisky culture but in the culture of a new emerging China.It got the brand US$40m worth of 'earned media' making Johnnie Walker the most talked about brand in the digital space.The key PR elements in this campaign are:1) This was not an advertising campaign: it was a cultural debate, facilitated by Johnnie Walker, inspired by Johnnie Walker, but owned by our audience.2) To fire-start the campaign we enlisted the world’s most read blogger, Han Han.3) Then Johnnie Walker and leading documentary maker, Jia Jiangke, unveiled their raw, authentic and powerful films: 6 Directors, 11 new progressives, 11 category breaking films about the progress stories of China’s progressives.4) China’s top 2 talk show hosts (Yang Lan and Lu Yu) invited the documentary film cast and director to appear on to their show.

Bringing the supersocial to life;•1. To fire-start the campaign we enlisted the world’s most read blogger, Han Han. A wildly popular member of the rubber generation he was perfect to open up debate around the topic. He asked, "Is the rubber generation made of nothing? Do we really have no dreams?” •2. Conversation fuelling: leading documentary maker Jia Jiangke then joined Han Han to announce the film project. As well as these 2 giants, more than 100 of China’s most influential bloggers were also invited to give their view.

Bringing superbowl to life;•3. Documentary film platform: In Jan 2011, Jia Jiangke unveiled his film project on the JW blog: 6 Directors, 11 new progressives, 11 category breaking films about the progress stories of China’s progressives. Viewers were encouraged to add their own inspirational thoughts.

•4. Traditional media support: Simultaneously an above the offline campaign was kicked off with a film launch and press event.

1. Build a deeper connection:Liking the campaign: a very high 92%. Liking it enough to recommend it: also a very high 96%.

At a more diagnostic level, 'Think it’s distinctive' and 'Think it’s progressive' increases of 11% and 17% respectively.- Source: MHD/TNS Tracking2. Have a cultural impact:Online conversations about Johnnie Walker grew by 300%, which led to 30% share of all category conversations online.6m unique users; 34m content views; 1.7m hours time spent on owned platform.3. Prove brand is talked about and desired:Earned media value was estimated at US$44m.The affinity measure, ‘the brand for me’, saw a 5% shift amongst our 25-35 audience.Purchase intention increased from 40% to 45 % in last 3 months.(Source: MHD/TNS Tracking)