The Campaign

In Korea, a song which a brand produced for a commercial song is not allowed to be aired on national TV music programs, but it can be distributed on online music sites and record stores like other regular songs. TV programs such as drama and entertainment shows that contain scenes that brand name and products appear, have to make a clear notification before the programmes. Films sponsored by brands are allowed to be played on paid media, like online and theaters. It is strictly prohibited for alcohol brands that are over 17% proof, like whisky, to run advertisements on mass media such as national TV, cable TV and theater. Branded entertainment contents that a whisky brand produced, contains scenes of drinking whisky, brand logos and product exposures, are x-rated regardless of the story so they only can be distributed by age targeted media.

Results

WINDSOR wanted to be an iconic brand that leads the whisky category in value. However, whisky reminded Korean people in their 30s and 40s of negative images, such as hostess bar or bomb shot. When drinking alcohol, people share certain values. In case of whisky we thought it could be ‘vision’. So we came up with a campaign titled ‘Share the Vision’ and developed a main content; vision songs as Korean people enjoy singing songs while drinking. We produced four songs about vision and sold them in record stores. Korean people in their 30s and 40s loved the songs that reflected their feelings and thoughts. We made a film based on these songs. Windsor appeared in various scenes when people in the film 'shared the vision' drinking whisky at a bar. It was filmed in full 3D and played in 4D in movie theaters for selected people. 4D film means an entertainment presentation system combining a 3D film with physical effects such as rain, wind, strobe lights, and vibration, which occur in synchronization with the film. The campaign site was opened and consumers could enjoy the contents and participate in various activities of ‘Share the Vision’ such as sharing the vision of their own to spread them via twitter and facebook and selecting a singer for a new vision song through a poll. At last we held a ‘Share the Vision’ concert with all artists of vision songs. Over 6,000 people who were participated in this campaign came to the concert and watched the music film in 3D and a showcase of a new vision song while drinking Windsor.

Songs were released at online music sites in Korea and then sold at record stores. We published articles about these songs and spread them through online viral activities. Promotion events were held in order to encourage people to download them at music sites. Bus shelters were modified to play the songs so that people could listen to them during peak commuting hours. We also held a promotion event at drinking occasions. When people drank whisky and sang these songs at karaoke bars, by using an application Windsor had developed, they could enter a singing competition and win a prize.

As a whisky brand, it is difficult to reach customer directly because there is a strict regulations to communicate via mass media. However, branded entertainment contents made it a lot smoother for Windsor to deliver their message to consumers. Korean men in their 30’s and 40’s who are the main target of Windsor, have felt that there are not many songs for them to sing while drinking whisky, because these days most Korean songs are aiming for teenagers. The four vision songs that reflect mid-aged Korean men’s thoughts and feelings, were given the first rank when they appeared at the music chart and have been downloaded over 13,000,000 times (as of December 2011). Total 1,205,324 people enjoyed the music film and songs at campaign website and 110,526 people participated in a poll to select singers for a new vision song. As a result Windsor’s brand awareness surpassed its competitor in 6 months. Windsor maintained its No. 1 place for 3 years, with its market share rising from 34.9% to 36.6%. Moreover, DIAGEO has profited by distributing these songs, recording one hundred million dollars in sales.