Title | HOLIDAY HOLOGRAMS |
Brand | JACK DANIEL'S, BROWN FORMAN |
Product / Service | ALCOHOLIC BEVERAGES |
Category | A01. Use of Promotional Events & StuntsĀ |
Entrant | ARNOLD FURNACE Sydney, AUSTRALIA |
Entrant Company | ARNOLD FURNACE Sydney, AUSTRALIA |
Advertising Agency | ARNOLD FURNACE Sydney, AUSTRALIA |
Production Company | FINCH Sydney, AUSTRALIA |
Production Company 2 | HAYCOM Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Tom Spicer | Arnold Furnace | Creative Director |
Helen Macdougal | Arnold Furnace | Creative |
Chloe Banicevic | Arnold Furnace | Creative |
Michael Stevenson | Arnold Furnace | Client Services Director |
Ian Hartley | Arnold Furnace | Group Account Director |
Natalia Kowlczyk | Arnold Furnace | Senior Account Manager |
Belinda Bennett | Arnold Furnace | Account Executive |
Monique Pardavi | Arnold Furnace | Head of Broadcast |
Chris Hulsman | Arnold Furnace | Agency Producer |
Rob Galluzzo | Finch | Executive Producer |
Luke Bouchier | Finch | Director |
Amy Dymond | Finch | Producer |
Michael Hilliard | Finch | Executive Producer |
James Wright | Red Agency | PR |
Adam Freedman | Red Agency | PR |
Last Christmas, Jack Daniel's offered a state of the art holographic video calling experience to Jack Daniel's fans via the Jack Daniel's Australia Facebook page. We posted a call out video which reached the 217k Aussie fans and requested people with distant family and loved ones register for the experience. After an overwhelming response, we chose the best 3 candidates who which we filmed their relationship stories and hologram experiences with an unexpected twist at the end. We turned this into a content video which became the Jack Daniel's Christmas promotional piece being shared and liked over December 2014 amongst friends and family.
Product challenge: At Christmas, the alcohol category is extremely overwhelming with lots of brands fighting to be the perfect gift. We had to stand out in the clutter and deliver an emotional message that stays true to the Jack Daniel's brand values. At Christmas Jack Daniel's believes that it's not what's under the tree that matters most, it's who's around it. We wanted to stand out as the traditional and authentic brand with old fashioned values. Strategy: Come up with an interesting and heartwarming way to bring Aussies together over Christmas.
Results: The video resulted in over 300,000 likes and shares over Christmas with hundreds of comments from the public. It was Jack Daniel's highest rating piece of content ever. It was in the top 3% of all Australian Youtube content over the past 24 months It delivered $396,000 in earned media. It resulted in a heartwarming Christmas for 3 Australian families.
Promotional Plan: 1. We posted a call out video which reached the 217k Aussie fans and requested people with distant family and loved ones register for the experience. The video was live for 2 weeks before retrieving results. 2. After an overwhelming response, we chose the best 3 candidates who which we filmed their relationship stories and hologram experiences with an unexpected twist at the end. 3. We turned this into a content video which became the Jack Daniel's Christmas promotional piece being shared and liked over December 2014 amongst friends and family. It went live December 8th. 4. The video resulted in over 300,000 likes and shares over Christmas with hundreds of comments from the public.