The Brief

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 premium credentials of the brand - Engage and immerse them in a persuasive and compelling experience aiming to convert them into brand evangelists to perpetuate word-of mouth advocacy Having the right audience with high influential clout was crucial to the success of the campaign to aid the heavy-lifting of igniting positive conversations for the brand.

Describe how the promotion developed from concept to implementation

We activated Glenfiddich’s greatest advocacy asset - The Glenfiddich Distillery in Dufftown, Scotland. The entire premise of The Glenfiddich Experience was to bring the distillery experience to the Thailand by designing an experiential space to share Glenfiddich’s brand heritage and its distillery process experience. Housed in the 100 year-old Neilson Hays Library befitting of Glenfiddich’s heritage, and enhanced with multi-touch digital technology, 3D art effects and a sumptuous whisky pairing dinner menu crafted by Celebrity Chef Emmanuel Stroobant, this experience not only replicated the distillery experience but also translated it into a more modern, innovative and luxurious form.

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

Across five days, we had over 1000 opinion leaders attend the event which brought about 3,800 trials of the product. Media wise, we had 22 broadcasts and print and online articles written on the event, equating to 10,693,087 of impressions. 358 social media posts about the event were also made of which 30 were celebrity posts equating to an outreach of 466,873 followers. More importantly, we received extremely positive feedback from our partners and distributors on how the experience had benefited their businesses– in our opinion a result that truly signalled the success of the campaign

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

Opinion leader advocacy and evangelism is important to effectively market a luxury product. We needed to get right conversations going on among the influential in order to successfully convince the rest of the market on the covetousness of the brand. Therefore, we created word of mouth influencer campaign guised in the form of an exhibit. By immersing opinion leaders in a captive environment that served up a multi-sensory riot, we provided the creative inspiration for compelling content and social currency that they could easily re-tell to their network of followers and in turn generate a compounding effect to brand awareness.