Insight
Diageo is focused on using technology to influence brand preference in an increasingly connected retail world. Specifically, to leverage the mass penetration of smartphones to disrupt how people shop and influence decisions right up to point of purchase. Diageo’s brief was to make Father’s Day 2013 in Chile bigger and to position premium whisky brands Johnnie Walker and Buchanan’s as a thoughtful gift for Dad. The ambition was to increase the retail focus on the occasion, drive premiumisation and frequency of consumption.
Strategy
Research conducted by Diageo showed that shoppers spend on average 30% more on Mother’s Day than Father’s Day. Why? Sons and daughters find it more difficult to express their feelings towards Dad and he’s harder to buy for than Mum. Driven by the insight that a gift is more intimate if it’s personalised, Evrythng positioned Johnnie Walker and Buchanan's as a way to celebrate fatherhood by connecting thousands of bottles of whisky to the Web, so they could carry a one-to-one digital video message from sons and daughters to their dads. Provoking consumers via the campaign message ‘Papa Merece Más’ (Dads Deserve Better).
Execution
The idea was simple but delivery was technically demanding. The campaign leaned on Diageo’s mobile technology platform +More to make every bottle ‘smart’. This breakthrough application of Internet of Things technology gives each product a unique, addressable digital profile on the Web triggered by a unique QR code printed on the sleeve, which consumers scan using their smartphones. In three easy steps, sons and daughters could create a personal film tribute for their Dad and digitally attach it to a bottle of whisky, using their smartphone.
When Dad received his gift, he enjoyed not just the whisky but also a personal one-to-one video message right there on his own smartphone, accessed via the same QR code – putting theatre and emotion back into the act of giving. Described by Diageo's Head of Customer Marketing in Chile as “The most ambitious platform for modern trade ever in Chile,” campaign activation was conducted at scale via hundreds of tailored POS promotions, mall interventions and sampling events, a disruptive YouTube ‘gift destruction’ channel and a PR and key social influencer strategy.
Results
The campaign drove a 25% year-on-year sales uplift of Johnnie Walker and Buchanan’s whisky, with a campaign ROI of 64%. The Dads Deserve Better message reached a massive online audience, with over one million YouTube hits and eight million Twitter impressions via celebrity influencers. 24% of all users who visited the mobile website created a personalised video for their dad, reflecting a highly engaged audience.
And the innovative application of mobile technology gained traction with the press, earning significant PR coverage across Chile as well as global media interest in +More, including a report in the Harvard Business Review.
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