The Brief

With luxury products, Halo Effect Marketing is often needed to boost the value of the entire product portfolio offered by a brand. The Glenfiddich Anniversary Vintage expression created for Glenfiddich’s 125 year anniversary presented the perfect opportunity for the brand to launch their inaugural engagement campaign with ultra-high net worth individuals (UHNWI - liquid assets > USD30million) and opinion leaders in the region with the goal of boosting overall brand desirability. The goal of brand conversion required Glenfiddich to create a highly experiential and engaging milieu that supports first-class guided product trial and brand story immersion within a captive environment.

Describe how the promotion developed from concept to implementation

The concept of Love, Lineages and Legacies aimed to build an emotional connection between the guests from founding families, and Glenfiddich, one of the rare, family owned distilleries in the world. Focusing on a sensory experience, a bespoke, whisky pairing degustation dinner menu was co-developed by Celebrity Chefs and our Brand Ambassador and innovatively served on a touchpad. The experience was further enhanced by the use of video galleries, multi-touch technology containing the brand story, an edible art installation, and auctioning of rare Glenfiddich expressions. The campaign trail blazed through four cities before concluding at the Singapore Freeport.

Describe the success of the promotion with both client and consumer including some quantifiable results

A carefully curated list of 440 UHNWI and influencers attended the six dinners which were held in five cities. The guests experienced the finest guided tasting of five Glenfiddich expressions which equated to over 2,200 trials of the product. There was a massive amount of enthusiasm towards the rare expressions on auction by the guests. with 240 bids for a total of 20 rare expressions and a total value of SGD 125,678.00 worth of products sold at the final Singapore leg itself. The entire experience was used to deliver stories of family heritage to the media, achieving 25,153,209 impressions.

Explain why the method of promotion was most relevant to the product or service

An engaging and intimate experience is key to a successful luxury product conversion. Rather than embarking on a slew of impersonal advertisements to convey the message, Glenfiddich embarked on a mission to reach out to each and every one of its valued target audience via a personal experience, and in turn convince them of the value of Glenfiddich. By immersing them in a captive environment, charming them with personal touches and impressing them with visually astounding experiences, Glenfiddich managed reach its goal of boosting brand covetousness in the region.