The Johnnie Walker Keep Walking Fund
Johnnie Walker, a global market leading international Scotch whisky. Yet in the Korean market, the brand awareness and consumer loyalty of Johnnie Walker is comparatively quite low. Diageo Korea wanted to increase its brand image along with increase awareness of its brand ethos 'Keep Walking' to the Korean consumer.
MullenLowe Profero merged Johnnie Walker's ethos and Korean consumer insights to create the 'Keep Walking Fund' Campaign. The big idea was to run a competition to recruit, inspire and support the most inspiring 'Korean Dreamers' and use the Keep Walking Fund to help them fulfill their dream. MullenLowe Profero created a participation platform for consumers to talk about their dreams and to share their progress to realize their dreams.
The 1st Keep Walking Fund Korea was designed to connect Johnnie Walker target audience with engaging and inspiring 'progress' contents created through a nationwide competition among ordinary people. This increases consumer's familiarity with Johnnie Walker and its KBB and the role it can play in their life - engaging, content driven participation marketing rather than one way 'advertising'.
Following on from the success of 'Keep Walking Fund' Campaign in the previous year, Diageo Korea wanted to continue this campaign to a second season, this year making the campaign bigger and better. With maintaining the same concept and workflow of the previous campaign, we emphasized the brand ethos 'Keep Walking' more than before, and to dramatize the moments of realizing dreams by using storytelling. 10 finalists were given the opportunity to hold their own 'Dream Gallery' showing the iconic items and stories of their dreams and explaining their stories in their effort to achieve it.
How we did it
We took a 4 phase approach to helping dreams come true in an unmissable Korean cultural event.
Phase 1. We used posters, print and digital media to direct Koreans to the Johnnie Walker site where they were invited to submit their dreams. The entries were whittled down to 5 most-viewed and 5 panel-chosen dreams: the top 10 Dreamers.
Phase 2. The top 10 Dreamers competed to become overall winner. We promoted their dreams by housing their videos on the Johnnie Walker site and broadened the reach with banner advertising.
Phase 3. Famous panelist judges interviewed the top 10 at a special ceremony before announcing the 5 winners.
Phase 4. A final burst of PR ensured an already gripped nation could follow the personal progress of the winner's journey.
- 1,500 applicants
- 40,000 comments on social media
- PR reach is 511.865M people
- 270 news articles
- 11% increase in brand recognition