Agency: MKTG INC
Campaign: Holiday House of Walker
Client: Johnnie Walker, Diageo
During the holiday season, Diageo wanted consumers to think of Johnnie Walker when it came time to give that perfect gift and asked for a brand destination that would showcase the Johnnie Walker lifestyle during the holiday season. Diageo was looking to provide a standout experience for its target consumer – professional males ages 24-35 who were new to scotch – and give them a sophisticated but friendly place to get together with their peers.
The idea culminated in the Holiday House of Walker. They chose a SoHo location that had historic appeal, a sexy vibe, sophistication and a fun-loving atmosphere. House of Walker offered a cocktail reception followed by an intimate scotch tasting, where a ‘Master of Whisky’ (a Diageo brand ambassador) told the history of Johnnie Walker, then led attendees through the flavors in the JW portfolio.
Guests checked in to the event via an iPad, were given a Johnnie Walker cocktail and hors d’oeuvres, then explored the space, viewing displays of sports memorabilia and rare JW labels, played foosball, pool or vintage video games, and watched sports on a flat screen TV.
The Master of Whisky greeted guests and directed them to the couch, where they could share their experience on Facebook, foursquare and Twitter via iPads placed at each table. For 40 minutes, he took guests through the Johnnie Walker heritage and its whiskies, including a tasting technique unique to each flavor that highlighted its individual characteristics. A Q&A session followed.
Another aspect of the House of Walker was a Retreat, at which a guest could reserve a table for himself and five friends and bring his own preferred JW bottle to the event. The hostess tagged the bottle with the group’s name and table number, seated them, then talked about the brand’s history and whisky expertise, leading the group through a tasting of the label they brought with them. Afterward, guests were invited to relax and enjoy themselves, while the bartenders served cocktails and hors d’oeuvres. At the end of the evening, the group’s bottle could be stored in their very own bottle locker to enjoy at a later date. The same venue was also offered for office holiday parties.
More than 2,100 consumers attended an event throughout the 25 days, while an estimated 450,000 street impressions were generated from passersby.