Results and Effectiveness

We heard how opinions changed, through pre/post campaign ESPN surveys: - Increase of 25% points with younger male drinkers identifying JW as F1 team sponsor - Increase of 16% points as “favourite spirit they drank”, overtaking lead competitor (who dropped 13% points) - Most perceived: “brand that brings me closer to F1”, “brand for truly contemporary people” - Scored highest amongst alcohol brands: “brand that cares I drink responsibly” We saw JW’s message connect: 46,463 unique visitors entered JoinThePact.com, 75% submitting pledges. Finally, we watched JW connect with them: as over 500 people attended the viewing parties across three cities.

Creative Execution

We provided F1-Racing access and entertainment that no other brand could. Through exclusive ESPN coverage in sponsored segments, originally created content and powerful content association, JW practically came across as the sole presenting sponsor of the sport: - Branded ‘squeezebacks’ in race coverage, bringing updated highlights to the viewing forefront - “Spirit of the Race” segment, providing latest news/lifestyle-driven content showcasing the F1 glamour off-the-track for the younger, more contemporary consumers - “Design Your Helmet” promotion, with “Race Day” hosts designing their own helmet, talking about it, wearing it and eventually making it a staple prop on the show’s set - JointhePact.com microsite delivering the latest F1 news and updates along with traffic-driving display ads inviting people to sign the online petition against drunk-driving - Viewing parties in key Johnnie Walker markets – Singapore, Hong Kong and Thailand – bringing together young contemporary drinkers, F1 viewing experiences and JW scotch/cocktails.

Insights, Strategy and the Idea

Johnnie Walker has a long-standing reputation among mature whiskey drinkers, but among younger male drinkers, the brand has little relevance or resonance. Leveraging both JW’s partnership with Formula 1’s (F1) popular McLaren team and our social responsibility message offered the perfect chance to gain credibility and acceptance with younger drinkers. Partnering with ESPN-Star Sports (ESS), we saw the opportunity to expand beyond what had been done historically with F1, developing unique and first-ever enhancements to grow the relationship with younger drinkers. The creation of JW’s “Join the Pact” website – an online community committed to responsible drinking behavior – aimed to speak to younger drinkers’ hearts by demonstrating that Johnnie Walker cares about drinking responsibly. The challenge would be to leverage both assets and create something new to link JW so intrinsically to the sport that it would be seen in the same light as F1 – sophisticated and exciting.