WORTH A CHIVAS

TitleWORTH A CHIVAS
BrandPERNOD RICARD
Product / ServiceWHISKEY
CategoryC05. Customer Retail / In-Store Experience
EntrantHAPPINESS SAIGON. AN FCB ALLIANCE Ho Chi Minh City, VIETNAM
Idea Creation HAPPINESS SAIGON. AN FCB ALLIANCE Ho Chi Minh City, VIETNAM
Media Placement UREKA Ho Chi Minh, VIETNAM
Media Placement 2 TAILORED MEDIA London, UNITED KINGDOM
Additional Company PERNOD RICARD Ho Chi Minh, VIETNAM
Additional Company 2 EPLUS Ho Chi Minh, VIETNAM

Credits

Name Company Position
Alan Cerutti Happiness/FCB CEO
Paul Busschau Happiness/FCB Saigon Creative Director
Geoffrey Hantson Happiness Anywhere Chief Creative Officer
Nejwa Jacobs Happiness/FCB Account Director
Liza Geysens Happiness/FCB Concept Provider
Livia Lancelot Happiness/FCB Account Manager
Katy Delahay Tailored Media Producer
Max White Tailored Media Director/DoP
Renzo Vasquez Tailored Media Assistant Camera
Holly Nelson Tailored Media Editor
Nhung Ngo Pernod Ricard Brand Manager
Alvin Lai Pernod Ricard Brand Community Manager
My Lien Duong Eplus Account Manager/Activation Coordinator

The Campaign

INSIGHT: Vietnam’s impure ice is ruining the taste of drinks IDEA: Our Chivas 18 BS is so exclusive it only deserves to be served with ice from the highest quality. We search the world for the purest water to make our exclusive ice cubes. We set up an expedition to find, collect and bring home the most pure water we can find in the world. We film each step in this expedition, leading to the celebration. Finding the purest ice in the world. That’s #WORTHACHIVAS.

Creative Execution

The experience and journey began on Social. On the Chivas facebookpage the consumers were teased to follow the journey of our travellers. Every single day more of the travel was revealed as we got closer to our deadline. The social content included polls, mini games and techniques to trigger curiosity and engagement. On Social we announced the VIP events, and the possibility to win exclusive entrée tickets. Shortly after the hero-video was launched and generated mass interest in the evens and the product. Following were 2 big launch events in both Ho Chi Minh and Hanoi, supported by several smaller activation events. The sales were boosted and the hype around Chivas Blue Signature was born.

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

Fans increased: 4,500 in a DARK MARKET environment Unique impression increased nearly 300% Total Engagement rate: 3.18% (standard = 2%) Online traffics increased by 270% Sales volume increase: confidential

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

Chivas Regal 18 Blue Signature is an exclusive whiskey (ie beverage). We are pairing it with an item just as exclusive: pure ice Chivas Regal launches its most exclusive whiskey to date in Vietnam : the 18 year old Blue Signature, a unique blend for Vietnam. This needed to be paired with the purest ice, worthy of the Chivas Regal 18 Blue Signature. Not with ice tainting its unique taste.

The global brand crusade of Chivas was “Succeed as gentlemen”. A positioning that was not completely relevant to the Vietnamese consumer, and that lacked an essential part: Togetherness. Therefore we created the Vietnamese Brand Belief that “Every success is worth celebrating together” We focus mainly on business and the entrepreneurship. Together we established the Vietnamese brand proposition: There’s a Chivas for every success, for gentlemen to celebrate together. Based on that proposition we needed to find 1 central campaign idea for Chivas. “MOMENTS WORTH SHARING A CHIVAS” or #WORTHACHIVAS Our intention for this proposition is to show that the best moments are worth drinking Chivas for the best celebration with the best company.