Eurobest

Lawson's tablecloth challenge

LOUDER, Moscow / BACARDI / 2018

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Overview

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Credits

OVERVIEW

Strategy

For every brand in the spirits category New Year is a game-changing season in terms of sales and volumes. Nonetheless, to some products this time is more fortunate than to others. New Year, being a holiday with strictly defined traditions in Russia, plays in favour of conventional spirits (such as vodka), while also rewarding a well-established manner of celebration.

That posed quite a serious challenge to William Lawson's — a whisky brand with no-rules philosophy that defies all conventions. With an ambition to become the most-talked brand among 18-24 audience in Social Media and a task to invite people to its own New Year event, William Lawson's had to integrate itself within New Year agenda — but at the same it has to do in its own disruptive manner.

Execution

November - December 2017

To attract people to its own epic new year event William Lawson's went over iconic NY symbol of perfectly served table — and with a help from famous bloggers launched Tablecloth Pull Challenge in SoMe. 7 famous bloggers made videos where they creatively pulled branded tablecloth with the product on a table and invited viewers to sign up to the most epic NY party.

Tablecloth challenge was picked up by media and ordinary internet users which let the campaign go viral.

Outcome

• 7 challenges from YouTube bloggers: 9,5 MIO views & 773K likes

• Over 15,3 MIO total views of viral videos

• +3,8 MIO organic views vs. the plan

• 8000 registration requests

• 2500 people at the final brand event

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