Reach a wider audience with the same impact as 1-on-1 sessions with Glenfiddich's brand ambassador.
Challenge
Whisky brand Glenfiddich wanted to translate the intense experience of traditional, small-scale whisky tastings to a larger and new audience. When it comes to soft drinks, beer, or wine, the rule is: tasting is believing. However, converting an early or non-whisky drinker into an enthusiast and connoisseur is a challenge. The art of enjoying whisky is a complex affair. Experience has taught us that convincing new or potential whisky drinkers of Glenfiddich’s craftsmanship and unique flavor is best achieved through a personal approach.
The strong experience that Glenfiddich already provided during small tastings allowed us to create larger tastings in a venue largely unexplored by brands: the theater. It was a unique, new, and interactive approach filled with engagement and experience.
Managing Director
Mediaplus
Our solution: a virtual whisky journey in 21 theatres in the Netherlands.
Solution
We successfully brought the intense and personal experience of small, local whisky tastings to a wider audience, without competition from other whisky brands typically present at tastings. Our solution: the Glenfiddich Virtual Whisky Journey. This self-liquidating form of storytelling brought the powerful and nostalgic Glenfiddich brand to a unique setting, one of the oldest media channels: the theater. From intimate and small to grand and spectacular. Bold? Absolutely!
Key Facts
"I had already been to some whiskey tastings, but with this virtual tour you get a completely different experience in the world of whiskey and Glenfiddich. It makes curious for more."
Accompanied by three friends
Is now a Glenfiddich fan
Large reach, major contribution to brand preference, strong interaction and clear effect on sales
Result
In close collaboration with Maxxium, we managed the entire theater production, media strategy, media buying, optimization, and PR. The relatively small marketing budget challenged us to work cost-efficiently with a high selectivity in target audience and media. Through social media, targeted at whisky enthusiasts, the audience was engaged and excited about the show.
Over 640,000 whisky fans were reached, with 12,500 interacting and engaging with the brand on a deeper level. Additionally, national and local PR generated media value worth €221,920. This resulted in sold-out shows and thousands of new brand ambassadors. Proof that even with a relatively small budget, you can achieve remarkable marketing results. Slàinte Mhath!
Key Takeaways
#1
Make ideas bigger!
#2
Dare to deviate from the familiar.
#3
Know your target audience and their behavior like no other.
Awards
SAN AWARDS
2x Shortlist, 2x Nominated, 1x Win
AMMA AWARDS
1x Win: Smart Creative use of Media
