The Campaign

In Korea where whisky is the drink of choice in most traditional establishments, people rarely ask for a bottle by brand. Mostly, whisky is just ordered by its age, and whatever arrives is usually drunk. Diageo tasked the agencies to change consumers’ relationship with Windsor, solidify its position by turning the most purchased whisky into the most ‘adored’ and get our target to make Korean drinkers clamber to be part of Windsor’s influential elite. To do this, the agency turned to drama and created branded entertainment contents at the center of which would be a new legend, Diamond Jubilee Club (DJC), a highly exclusive ‘secret society’ where only the most influential are invited and where only Windsor is served.

Success of the Campaign

More than 1.5 million people visited the www.the-djc.com website with over 7 million page views, and, at its peak, ‘The Influence’ ranked #1 in keyword search for movies over ‘Iron Man 2’ at leading local portals. Plenty buzz was created through 888 articles in the press and online combined and over 3,100 comments on social media to date. In the latest brand tracking report, ‘adorer+adapter’ score was up from 42.6% to 56.6%, purchase intent from 17.2% to 34.7%, and ‘a brand for influential people’ score from 10.9% to 20.8%. And, the share gap with the No. 2 brand has now widened to double digits.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Through outdoor, press, and a series of viral videos, people were first teased with the question – ‘What is the DJC?’. Searching online led to the blog of a man obsessed with DJC and a ‘treasure hunt’ to find the door to the mysterious club. With social media buzzing, trailers were released along with movie posters to ‘coming soon’ announcement of ‘The Influence’, and a special screening was held for a throng of local and international press. Then, the DJC opened its digital doors – a rich site hosting the gradual release of 10 episodes – films featuring A-list actors headed by Lee Byung-Hun and graphic novels created by top local artists. Highly integrated brand print campaign was also executed featuring Lee Byung-Hun.