Creative Execution

Housed in the 100 year-old Neilson Hays Library befitting of Glenfiddich’s heritage and enhanced with innovative technology, 3D art effects and a sumptuous whisky pairing dinner menu crafted by Celebrity Chef Emmanuel Stroobant, this experience translates the traditional Glenfiddich distillery experience into a more innovative and luxurious form. Guests can find out how whisky is created by exploiting the applications uploaded on iPads. They can also place their glass on the multitouch table to activate information about the whisky they are drinking. Several barcode cards which trigger brand information on the table were also given to guests to explore with.

We had over 1000 opinion leaders attend the event which brought about over 3,800 trials of the product, 5000 sets of engagement with the technology which equated to an estimated 28 hours spent on the digital brand engagement. We achieved 10,693,087 number of print and online impressions and 358 social media posts about the event were made of which 30 were celebrity posts equating to an outreach to 466,873 followers. More importantly, we received extremely positive feedback from our distributors on how the experience benefited their businesses– in our opinion a result that truly signals the success of the campaign.

The whisky category in Thailand is dominated by blended whiskies with the arguably more premium single-malt category left unacquainted with consumers. With this landscape in mind, Glenfiddich wanted to create an advocacy platform that would achieve the following: - Educate consumers about the category and the premium credentials of the brand - Engage and immerse consumers in a persuasive and compelling experience aiming to convert them into brand evangelists to perpetuate word-of mouth advocacy - Provide an incredible experience that inspires content creation fit for sharing Having the right audience with high influential clout was also crucial to the success of the campaign to aid the heavy-lifting of igniting positive conversations to effectively convince the rest of the market on the covetousness of the brand. Therefore, the creative solution was a world of mouth influencer campaign guised in the form of a ‘first in market’ innovative experiential exhibit.