Taking digital innovation to new heights, Johnnie Walker launched a true world first – a Digital Personal Assistant that can be loaded onto the mobile phones of loyal 24degrees members. Providing 24/7 access to an array of awesome features, the Digital PA uses a stylish video interface to serve up branded content, special offers and invitations to exclusive member-only events. It creates an omni-present, always-connected, location-aware digital window to consumers, driving consumption and increasing brand equity by developing an intense and unique relationship with them.