ASIA PACIFIC. Diageo GTME’s recent “˜Walk with Giants’ campaign in Asia Pacific is reported to have delivered “the biggest holistic performance ever seen” for Johnnie Walker Black Label Blended Scotch Whisky.
The activation marks a huge leap in the level of ‘Trinity’ partnership across the region, Diageo GTME said. With 225,000 shoppers directly participating in a highly engaging shopper experience, it is one of the largest scale travel retail campaigns ever in the region.
Designed to drive footfall, conversion and average transaction value across the Johnnie Walker range, the campaign covered 50 key locations across Asia Pacific, including Bangkok, Taipei, Singapore, Hong Kong, Seoul, Shanghai, and Auckland.
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The “˜Walk with Giants’ campaign focused on Lewis Hamilton of the Vodafone McLaren Mercedes Formula 1 team | |
Running from April to June 2010, the campaign demonstrated the increasing effectiveness of the partnership approach to drive the liquor category, according to Diageo.
Highly impactful visibility, both in-store and on-concourse, amplified the Johnnie Walker “˜Walk with Giants’ creative, celebrating the achievements of some of the most successful, determined and inspirational people in the world, it added. The campaign focused on Lewis Hamilton of the Vodafone McLaren Mercedes F1 team (sponsored by Johnnie Walker).
The key visuals included life-size, stand-up imagery of Hamilton, with the opportunity for shoppers to stand alongside the image and have a digital image taken. The shopper could then, supported by the sales team, use cutting edge image software to customise their image and print it on the spot.
This activity engaged shoppers for 10-20 minutes, providing the Johnnie Walker Brand Ambassadors a sustained opportunity to engage with them, deepen the experience, drive conversion and encourage trading-up.
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The activation marks a huge leap in the level of Trinity partnership across the Asia Pacific region, Diageo says |
Diageo GTME Marketing Director Ellie Martin explained the holistic approach taken on the campaign: “Co-ordinating such an extensive shared schedule and working closely with a large number of retail and airport partners was challenging but we delivered an exceptionally powerful campaign with their input, especially at Bangkok and Auckland.
“The programme was designed to deliver strong incremental sales through our largest and most consistent activation in the region, creating an amazing experience in 50 stores across Asia Pacific. Retail and airport partners helped us create a campaign that was truly ground-breaking in its creativity, breadth and effectiveness. For example, the support of King Power enabled us to deliver a conversion rate of 30% among shoppers at Bangkok who tasted Johnnie Walker Black Label.
“We are delighted that the “˜Walk with Giants’ activation delivered a highly positive impression on all stakeholders – shoppers, retailers and airports alike. Our research, especially at Shanghai, Bangkok and Sydney, shows the campaign achieved significant double-digit growth in both shopper affinity towards Johnnie Walker Black Label and in their eager anticipation of the next exciting travel retail experience with the Johnnie Walker brand.”
With retail partners and airport authorities across Asia Pacific fully supporting the project – including many allocating incremental space to the brand – Johnnie Walker Black Label outperformed the category, according to Diageo.
The promotion also generated very strong levels of awareness, driving footfall and prompting travellers to buy. Brand tracking studies showed at Bangkok that 39% of travellers recalled the promotion unprompted and over half (55%) recalled it when prompted. At Shanghai Pudong Airport, awareness reached 72% among Chinese travellers, a vital target for the activity.
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