JOHNNIE WALKER LABEL STUDIO

TitleJOHNNIE WALKER LABEL STUDIO
BrandDIAGEO
Product / ServiceJOHNNIE WALKER BLENDED SCOTCH WHISKY
CategoryC05. Customer Retail / In-Store Experience
EntrantUNTITLED PROJECT Singapore, SINGAPORE
Idea Creation UNTITLED PROJECT Singapore, SINGAPORE
Production UNTITLED PROJECT Singapore, SINGAPORE

Credits

Name Company Position
Warren Mackenzie UNTITLED PROJECT Creative Director
Hogan Burrows UNTITLED PROJECT Technical Director
Adam Gerard UNTITLED PROJECT Business Director
Robbi Wu UNTITLED PROJECT Lead Developer
Allison M. Low UNTITLED PROJECT Creative Producer

The Campaign

A brand-owned platform that taps into consumers' desire to personalise their own products, Johnnie Walker Label Studio is a mobile app and scalable printing solution that drives consumer engagement and sales volume. After researching mobile apps developed by other luxury brands, we created an engaging, intuitive and high-end user experience that brought people into the brand world of Johnnie Walker through animation, video and photo editing tools. Not only does the app produce high quality and fully personalised labels for all variants of Johnnie Walker, it also gives consumers the ability to create premium, user-generated content and share it with their social networks, seamlessly leveraging both cloud and mobile computing.

Creative Execution

Starting with a pilot roll-out in mid-2016, Johnnie Walker Label Studio was first tested in the travel retail, on and off-premise channels in selected markets in Asia and Europe. The subsequent measurement and evaluation process allowed us to streamline and improve the app for the global scale launch in late 2016. To date, it has been rolled out in over 40 countries including key global cities (e.g. London, New York, Berlin) and strategic emerging markets (e.g. South Africa, Eastern Europe, Latin America). The flexibility of the platform has seen it executed in global travel retail, food & wine festivals, shopping malls, nightclubs and supermarkets. While consumers create their labels and securely send them to a cloud server, retail staff are given a trade-specific login that allows them to retrieve and print off the labels locally. The app's creative content is regularly refreshed in line with Johnnie Walker's key brand campaigns.

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

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

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

Johnnie Walker Label Studio is a powerful and flexible tool that not only engages with consumers on their mobile devices, but drives impulse purchase and retail sales in a direct and measurable way. This mobile app and custom printing solution taps into the macro trend of personalisation and allows consumers and retailers to create personalised products in stores, on the spot. In a cluttered category where each Scotch Whisky looks much the same as the next, Johnnie Walker was able to create real cut-through with the ability to create custom labels featuring consumers' own photos and messages.

Johnnie Walker had been successfully leveraging the trend of product personalisation by offering custom bottle engraving for their pinnacle expression, Blue Label. The Global Brand Team sought to 'democratise' this programme by enabling the personalisation of bottles for the rest of the Johnnie Walker range. In addition, the key commercial opportunity identified was to increase the brand's share of the global 'gifting' occasion in travel retail. Thus the strategy was to leverage the personalisation trend by creating a mobile app (on both iOS and Android) that: 1. Allows consumers to engage with the Johnnie Walker brand to create and share premium, user-generated content; and 2. Enables trade partners (including retailers, wholesalers and brand ambassadors) to use the offer of custom labels as a sales-driving tool.

Links

Application URL