Brief Explanation

Our task was to make the whiskey brand's long-running campaign "The spirit of friendship" relevant to younger audiences. BossPatrol is a downloadable app lets you save your friends from trouble. If you see your boss approaching, while your friends are wasting time on the internet, all you have to do is speak out a secret phrase. The app will detect it through the microphone, connect with your friends' computers and instantly open up safe windows on all their computers (like presentations, spreadsheets, etc.), just in time. And your boss will never get to know what they were up to. In just one week, it has already become one of the most talked-about campaigns in the region, with features in over 90 major websites and publications and 11pages of Google search results. On Twitter alone, the campaign earned 2.1 million impressions in the first week. BossPatrol was also shared extensively on Facebook, Google+ and other social networking websites, drawing over 150,000 users. All this, with $0 spent on promotions. But the icing on the cake is what people are saying about the 45-year-old whiskey brand.