THE SINGLETON VIRTUAL REALITY TASTING EXPERIENCE

TitleTHE SINGLETON VIRTUAL REALITY TASTING EXPERIENCE
ClientDIAGEO
Product / ServiceTHE SINGLETON SINGLE MALT SCOTCH WHISKY
CategoryE01. Launch / Re-launch
EntrantUNTITLED PROJECT Singapore, SINGAPORE
Idea Creation UNTITLED PROJECT Singapore, SINGAPORE
Production UNTITLED PROJECT Singapore, SINGAPORE

The Campaign

The Singleton Virtual Reality Tasting Experience transformed what could have been a standard whisky sampling activity into a completely uninterrupted, intimate, one-on-one discourse between The Singleton and its target audience. This two-minute VR journey transports consumers to the Scottish Highlands, through the Glen Ord distillery and into the cask to experience the flavours of The Singleton of Glen Ord 12 Year. VR was chosen to communicate these unique flavours using sight and sound, to complement the smell and taste of the actual whisky being sampled. This approach was inspired by an Oxford University study commissioned by Singleton in 2013 which found consumers were 20% more likely to taste flavours in the liquid and thus better enjoy the whisky tasting with a multi-sensory experience.

Creative Execution

This VR content was created entirely using CGI in order to meet the client's budget and timeline (only two months from brief to delivery). The process involved storyboarding, script-writing, animatics, 3D modelling and rendering, plus the recording of an authentic Scottish voice talent. The launch activation in Singapore took place at the 2016 Epicurean Market at Marina Bay Sands, a three-day food and wine festival that attracted over 16,000 target consumers. Brand Ambassadors invited consumers, media and trade partners to participate. They were each handed a branded VR headset, headphones and a dram of The Singleton. After the success of the launch at Marina Bay Sands, the VR content was rolled out in both on and off-premise venues throughout Singapore. The mobile and scalable nature of this programme has enabled different teams to roll it out and effectively drive both brand awareness and sales.

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

Please refer to 'Confidential information for the jury' for results.

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

The Singleton VR Tasting Experience is a fully immersive, multi-sensory journey that brings consumers into the world of The Singleton and engages their senses; sight, sound, smell and taste. Not only does it bring the brand to life, communicating The Singleton's heritage and unique flavours, but it's also proven to be a powerful sales driver by converting general interest in the category to specific purchase behaviour. The use of VR is central to this launch as it takes consumers out of their daily experience and into the brand world, where the physical whisky tasting is enhanced by an audio-visual spectacle.

The Singleton is a Single Malt Scotch Whisky that is new to many consumers in Asia. This VR experience was designed to communicate the accessible flavours and sensory appeal of the product, as an entry-level product for people who may be daunted by the complexity of the Scotch Whisky category. The consumer insight was that people increasingly expect instant gratification in life. The challenge was to create an enjoyable, new whisky experience that would be more memorable and sticky than the traditional whisky tasting where people sipped one of several whiskies, didn't connect with any of them and moved on without a second thought. The key to recruiting new, younger consumers was to disrupt the perception of Scotch as a stuffy and traditional drink through this immersive VR platform. The mobile VR experience was rolled out in multiple channels including food & wine festivals, supermarkets, on-premise roving and private events.

Credits

Name Company Position
Warren Mackenzie UNTITLED PROJECT Creative Director
Hogan Burrows UNTITLED PROJECT Technical Director
Adam Gerard UNTITLED PROJECT Business Director
Kelvin Lim UNTITLED PROJECT Producer
Shehan Karunatilaka UNTITLED PROJECT Writer
Links
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