KEEP DISCOVERING

TitleKEEP DISCOVERING
BrandDIAGEO
Product / ServiceJOHNNIE WALKER BLACK LABEL
CategoryA05. Alternative Media
EntrantDELIGHTABLE INTERACTIVE Hong Kong, HONG KONG
Entrant Company:DELIGHTABLE INTERACTIVE Hong Kong, HONG KONG
DM/Advertising Agency:DELIGHTABLE INTERACTIVE Hong Kong, HONG KONG

Credits

Credits

Name Company Position
Thomas Urban Gardner Delightable Interactive Creative Director
Steve Jepson Fitch Design Pte Senior Designer
Andy Ng Starmedia Singapore Vp Operation And Projects
Tommi Wu Delightable Interactive Business Director
Amanda Drosten Fitch Design Senior Client Service Manager
Sharon Chua Starmedia Singapore Senior Account Manager
Devin Leng Starmedia Singapore Vp Sales/Marketing
Tony Wu Delightable Interactive Operation Engineer

The Brief

Singapore Grand Prix was planned to start on 28/9/2008. As a major sponsor, Johnnie Walker decided to renovate its Flagship Contract Venue: St James PowerHouse to receive Racing Drivers and VIP guest during the Race period, to create brand equity. However most of the event guests are existing customers and business partners that are well very educated on the brand. So the strategy is to create a fresh, distinctive and sustainable experience in guest’s mind, encourage them to Keep Discover the brand values, but not over whelming.

Creative Execution

As no computer system, touch screen nor projector is required for operation. Plus embedded graphic can be replaced easily to match seasonal promotion strategy, making it a new distinctive and sustainable media for in-shop Marketing. Johnnie Walker Black Label is a premium brand, and brand image should be communicated in an elegant way, not too imitating. Therefore the hidden slogan ‘Discover the Deepness of Johnnie Walker Black Label’ and Ingredients graphic would create a bigger impact into consumer’s mind for longer time.

Describe the creative solution to the brief/objective.

As a new in-shop communication media, look like ordinary tables outside, until consumer or glasses touch on it. Ingredients picture, slogan “DISCOVER THE DEPTH OF JOHNNIE WALKER BLACK LABEL” and the Striding Man logo were printed in the embedded hidden graphic. The more it’s touched, the more graphic content would be reveal. And seconds after the hand is lifted, the area will resume to black thus allow consumer to write funny little message or drawing on it. Girls can write their number on it, and Boys have to remember it before it disappear, making it a perfect dialog opener.

Results

The project had Strengthen Consumer Association between the Entertaining Interactive Experience and the whole Johnnie Walker experience. The One to One interactive experience encourages consumers to Keep Discovering while enjoying a glass of Johnnie Walker. Some consumers share their DeLighTable interactive experience in their blog. These activities enhance the creditability of the message in the Web 2.0 generation, which further attract new consumers to come to the venue and Keep Discovering. Generate more traffic and sales for the Venue and the Brand Equity. A video was uploaded to Youtube to further increase exposure online, and receive 5 starts rating, http://www.youtube.com/watch?v=s7QFiOJjwSo&feature=PlayList&p=883FC2116722053C&index=0&playnext=1