Type of EntryIntegrated
Product/ServiceBLACK LABEL

The Campaign

Johnnie Walker is a well-known brand in China, but to take it to the next level we need to do more than just another campaign. We need to turn the brand’s Keep Walking promise into an inspiring journey that is culturally relevant and authentic to the Chinese audience. Progress and achievement means different things to different people, so instead of telling consumers the meaning of Keep Walking, we created Project Inspiration. A blog, video and user participation platform that investigates what progress really means to the current generation of Chinese consumers. We fueled the platform with original and authentic content designed to start a social debate with our consumers. In total over 100 pieces of original content was created, driving consumer participation to make Johnnie Walker the #1 talked about brand in the digital space.

Success of the Campaign

Brand related conversations (tracked through listening tools) •Brand related conversations and online share of voice grew by 300% •JW became the #1 most talked about alcohol brand (Previously ranked #4) Engagement •3 million views on blog content in 3 months •300,000 comments on blog and twitter site •Content viewer-ship grew 2000% vs. 2009 PR Value •US$44M estimated PR value as covered by mainstream media Brand tracking results (TNS brand tracker) •Progressive brand (from 100 to 116) •Distinctive brand (from 100 to 108) •P3M consumption (from 100 to187) Testimonials “You have made me realize that as long as I work hard, I can achieve success. Thank you!” - Consumer “We are excited about this campaign as it allows us to communicate with Chinese consumers in a heart to heart way and co-opt them into our brand values.” -FooSiewTing, Regional Brand Director

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

•Kick-off: Best known for his controversial commentaries, Han Han (#1 Blogger in China) asks a question on his blog - “Are we a generation without dreams?” This drives consumers to the Project Inspiration blog and twitter site to give their own point of view •Conversation fueling: We invited JiaJiangke (#1 documentary producer), to join our project. He announces the Project Inspiration film project featuring 12 Chinese individuals sharing their stories of progress and what inspired them. We hosted a live online chat to publicize this. In addition, over 30 bloggers joined in on Han Han’s calling to share their own views on progress in China on our blog •Film reveal: On Jan 2011, we revealed the documentary films online and a media preview event Beijing. A special mini-site hosted on our blog for consumers to leave a sentence to inspire their own generation to progress forward.


Name Company Position
Keen Yim Ogilvy One Shanghai Engagement Director
Vivian Tu Ogilvy PR Associate Director
Maggie Luo Ogilvy One Shanghai Account Director
Ella Chan Ogilvy PR SVP
Lance Wang Ogilvy PR Consultant
Carrie Zhou Ogilvy PR Associate
Juliette Hu Ogilvy PR Senior Associate
Hao Zhu Ogilvy PR SVP, Creative
Natalie Lam Ogilvy One Shanghai Executive Creative Director
Michael Chu Ogilvy One Shanghai Creative Director
Kurt Deng Ogilvy PR Associate Creative Director
Kama Zhang Ogilvy One Shanghai Associate Creative Director
Lala Wang Ogilvy One Shanghai Senior Copywriter
Monkey He Ogilvy One Shanghai Senior Designer
Charmaine Lau Ogilvy One Shanghai Media Planning &Search Marketing
Jezzebel Gu Ogilvy One Shanghai Media Planning &Search Marketing
Francis Goh Ogilvy One Shanghai Media Planning &Search Marketing
Johnny Tan BBH Shanghai Creative
Adrey Low BBH Shanghai Account Management
Charles Wigley BBH Shanghai Planner