Situation:

In the Netherlands The Famous Grouse is not top-of-mind when it comes to blended whiskies, while the target audience is in need of a brand to identify themselves with.

Brief:

Develop a brand activation that primarily increases consideration and secondary focuses on increasing top of mind awareness.

Objectives:

To get shoppers out of their habitual behaviour of navigating to the whisky on promotion, but instead make a conscious choice for The Famous Grouse.

The Famous Grouse, a premium Scottish whisky brand since 1860, introduces The Famous Grouse House, a getaway in the shape of a whisky barrel. With this house the brand brings the Scottish highlands to the Lowlands during a pandemic and worldwide lockdown.

Enter The Famous Grouse House and experience Scotland to the fullest. We used genuine whisky barrel wood for the exterior. The interior was created by using handmade tartan fabrics, a Scottish leather sofa and other items imported straight from the Highlands. We even incorporated a stuffed grouse (bird) to activate special gadgets: a dartboard that appears out of nowhere, a whisky tasting room containing multiple limited editions and a hidden whisky bar.

Target audience:

Highly educated men between 30-45 years old; this target group sees drinking whisky as something that distinguishes them from the rest: you are what you drink. Nevertheless, they often choose the whisky that is currently on sale.

Approach:

Phase 1: ?Announce The Famous Grouse House via earned media

PR: Send an invitation to spend a night in the FGH to influencers and radio deejays.

Phase 2: Increase participations via paid media

Campaign video in which Dougie, a Scottish lad, gives a tour through his barrel.

Phase 3: Owned media

Point of sale materials

The campaign consisted of a campaign video in which Dougie, a Scottish lad, gives a tour of his barrel, various POS-materials and an efficient PR plan, which included radio deejays and influencers enjoying a night at The Famous Grouse House.

By purchasing a bottle, participants can win an overnight stay in the middle of Dutch nature. In a spot that looks exactly like the Scottish highlands.

Our media strategy started two weeks prior to Father's day, as whisky is a very popular gift during this period.

Within the target group (age 30-44) the top-of-mind awareness increased from 30% to 54%. The campaign also resulted in an increase of brand consideration from 20% to 46%. And an increase in sales during the campaign period (index 108 vs base sales). Within less than two weeks 1.055 participants submitted their unique code on the website.

The campaign video reached 82,4% of our targeted group via Youtube. And our PR strategy focused on influencers and radio deejays, resulted in free publicity, worth over €2.3 million.