Creative Execution

We created the digital mentoring experience for both Android and IOS platforms. It was created for local Diageo Brand Ambassadors to download directly to their tablets so that they can educate consumers about the 6 core flavours of Blue Label. The immersive flavour journey empowers any Brand Ambassador any where in the world, no matter their knowledge level, to deliver a world class mentoring experience. BAs around the world now have the power of the knowledge of Walker's best Whisky Sommelier in their hands and more people at the point of consumption can now truly appreciate Walker’s finest blend.

The launch event in Istanbul in February introduced the global Brand Ambassador team from around the world to the app. The app was warmly received by this normally cynical audience with over three quarters of them agreeing that the app was a pioneering step forward for whisky mentoring. We tested the beta digital mentoring experience vs a traditional mentoring experience on sample groups we saw a 38% increase in the recollection of the key flavours from the group who experienced the digital mentor version. The app is now being rolled out across all the key Johnnie Walker markets. The first launch event in Asia happened in Malaysia Q3 2015 - running for three nights with tickets at 1000 dollars a head it sold out in under an hour. Other events are confirmed in Indonesia, Tanzania, USA, China, Russia and South Africa.

Johnnie Walker Blue Label is Walker's rarest blend and its flavour profile can seem complex to the uninitiated. To attract new digitally savvy drinkers to the brand we redefined the whisky mentoring experience . The brand only has a limited number of whisky experts in market so a quality mentoring experience is restricted to a limited few. We created a tablet based solution targeted at potential drinkers in modern on trade bars. Brand Ambassadors armed with our immersive tablet experience can now take quality whisky mentoring to more people whilst increasing their understanding of the six core flavours: Fresh, Fruit, Malt, Spice, Wood, Peat. Our journey immersed people in environments inspired by the key Blue Label flavours. By using a multi-sensory approach the combination of visual, aural and tactile elements enhanced people's recollection of the key flavours. A soundscape featuring a specially composed symphony further enhanced the user's understanding.