Cannes Lions

WHISKY

EVRYTHNG, London / DIAGEO / 2013

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Overview

Description

Sons find it harder to express their feelings towards Dad, so finding a way to say, “I love you” on Father’s Day can be tough. Diageo wanted to help. Last summer in Brazil, they positioned whisky as a conduit to celebrate fatherhood by connecting 100,000 bottles to the Web so they could carry a one-to-one digital video message to Dad.

The idea was simple but the concept was technically demanding. It could only work if every single bottle was 100% unique. The campaign leveraged Diageo’s breakthrough mobile technology platform +more, which turns every bottle into Owned Digital Media by connecting them to the Web.

+more is Diageo’s first one-to-one marketing platform at point of sale, it is a promise and commitment to every Diageo customer: there’s more to this bottle than meets the eye. The platform makes bottles smart by giving them a digital profile. Consumers scan a completely unique QR code printed on the bottle sleeve using their smartphone, then ‘check-in’ to the bottle using their social network login to take digital ownership and attach customised content.

Using this innovative technology, consumers could create a personal film for Dad by uploading a photo and some words to a dynamic video template, before digitally attaching the film to the bottle. When Dad received his bottle he just had to scan it to see his film, putting theatre and emotion back into the act of giving, and helping sons and dads spend quality time together.

The campaign leveraged the Brazilian Johnnie Walker Facebook page to reach over 1 million fans, building desire for celebrating Father’s Day with whisky. A series of local celebrities helped amplify the campaign by creating personal videos for their fathers and Tweeting to over 880,000 followers.

The campaign resulted in a 72% sales uplift in the two weeks leading up to Father's Day compared to the preceding month, as the personalised technology made whisky both a cool and modern gift. And generated significant PR coverage across Brazil as well as global media interest in +more, including a report in the Harvard Business Review.

What next? CRM opt-ins mean Diageo has permission-based intelligence it can reapply to future customer interactions. And, due to the success in Brazil, +more is rolling out cross-brand and cross-market – including other gifting occasions and a new loyalty scheme, which launches in May.

Execution

The campaign leveraged Diageo’s breakthrough mobile technology platform +more to connect 100,000 bottles, each with unique QR codes, to the Web. Using this innovative technology, consumers could create a personal film for Dad by uploading a photo and some words to a dynamic video template, before digitally attaching the film to the bottle. When Dad received his bottle he just had to scan it to see his film, putting theatre and emotion back into the act of giving, and helping sons and dads spend quality time together.

Outcome

A 72% sales uplift in the two weeks leading up to Father's Day, compared to the preceding month, as the personalised technology made whisky both a cool and modern gift. The campaign resulted in significant PR coverage across Brazil as well as global media interest, including a report in the Harvard Business Review. We reached over 1 million Facebook fans and 880,000 celebrity Twitter followers. And, due to the success in Brazil, +more is rolling out cross-brand and cross-market – including other gifting occasions and a new Loyalty scheme, which launches in May this year.

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