We created the digital mentoring experience for both Android and IOS platforms. It was created for local Diageo Brand Ambassadors to download directly to their tablets so that they can educate consumers about the 6 core flavours of Blue Label. The immersive flavour journey empowers any Brand Ambassador any where in the world, no matter their knowledge level, to deliver a world class mentoring experience. BAs around the world now have the power of the knowledge of Walker's best Whisky Sommelier in their hands.

The internal launch event in Istanbul in February introduced the global Brand Ambassador team from around the world to the app. The app was warmly received by this normally cynical audience.

We tested the beta digital mentoring experience vs a traditional mentoring experience on a sample of 2 groups of 25 people. We saw a 38% increase in the recollection of the key flavours from the group who experienced the digital mentor version.

The app is now being rolled out across all the key Johnie Walker markets with launch events confirmed in Malaysia, Indonesia, USA, Russia and South Africa. Full Measurement & Evaluation will be implemented to track the performance of the experience in the various markets.