Brand Experience and Activation > Use of Promo: Experience
HAPPINESS SAIGON, Ho Chi Minh City / PERNOD RICARD / 2017
Overview
Credits
Idea
INSIGHT:
Vietnam’s impure ice is ruining the taste of drinks
IDEA:
Our Chivas 18 BS is so exclusive it only deserves to be served with ice from the highest quality.
We search the world for the purest water to make our exclusive ice cubes.
We set up an expedition to find, collect and bring home the most pure water we can find in the world. We film each step in this expedition, leading to the celebration. Finding the purest ice in the world. That’s #WORTHACHIVAS.
Execution
The experience and journey began on Social. On the Chivas facebookpage the consumers were teased to follow the journey of our travellers.
Every single day more of the travel was revealed as we got closer to our deadline.
The social content included polls, mini games and techniques to trigger curiosity and engagement.
On Social we announced the VIP events, and the possibility to win exclusive entrée tickets.
Shortly after the hero-video was launched and generated mass interest in the evens and the product.
Following were 2 big launch events in both Ho Chi Minh and Hanoi, supported by several smaller activation events. The sales were boosted and the hype around Chivas Blue Signature was born.
Results
Fans increased: 4,500 in a DARK MARKET environment
Unique impression increased nearly 300%
Total Engagement rate: 3.18% (standard = 2%)
Online traffics increased by 270%
Sales volume increase: confidential
Relevancy
Chivas Regal 18 Blue Signature is an exclusive whiskey (ie beverage). We are pairing it with an item just as exclusive: pure ice Chivas Regal launches its most exclusive whiskey to date in Vietnam : the 18 year old Blue Signature, a unique blend for Vietnam. This needed to be paired with the purest ice, worthy of the Chivas Regal 18 Blue Signature. Not with ice tainting its unique taste.
Strategy
The global brand crusade of Chivas was “Succeed as gentlemen”. A positioning that was not completely relevant to the Vietnamese consumer, and that lacked an essential part: Togetherness.
Therefore we created the Vietnamese Brand Belief that “Every success is worth celebrating together” We focus mainly on business and the entrepreneurship.
Together we established the Vietnamese brand proposition: There’s a Chivas for every success, for gentlemen to celebrate together.
Based on that proposition we needed to find 1 central campaign idea for Chivas.
“MOMENTS WORTH SHARING A CHIVAS” or #WORTHACHIVAS
Our intention for this proposition is to show that the best moments are worth drinking Chivas for the best celebration with the best company.
Background
Chivas has in recent years suffered from Johnny Walker’s aggressive direct marketing activities. It lost ground and needed to find a means to reconnect with Vietnamese men. We needed to make Chivas the whiskey for celebrations with others.
The first campaign activity was expected to be for the launch of the Chivas 18 Blue Signature. An exclusive blend of 180 flavours, created by the Master blender Colin Scott himself, exclusively created for Vietnam only. To honour this special blend, Chivas wanted an idea just as exclusive. An idea that enhances exclusivity of the flavors, and that sheds a unique and immediate light on the CR18BS.
In Vietnam, liquor is a dark market product which is making advertising activities limited to direct and digital marketing only. We needed to find ideas that goes beyond the product, and that would result in Share of Choice rather than the traditional Share of Voice.
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