HOLIDAY HOLOGRAMS

TitleHOLIDAY HOLOGRAMS
BrandJACK DANIEL'S, BROWN FORMAN
Product / ServiceALCOHOLIC BEVERAGES
CategoryA01. Use of Promotional Events & Stunts 
EntrantARNOLD 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

Credits

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

Brief Explanation

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.

The Brief

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.

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

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.

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

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.