Windsor IWSC Campaign

Diageo

The Challenge

MullenLowe Profero asked to create an innovative and engaging approach to promote the gold medal won by Windsor Whisky, leveraging this to help convince consumers that Windsor is in a league of its own, conveying the message of "Windsor 17, Gold Best in Class".

Solution

To Create a Korean marketing and category first, taking advantage of rich media opportunities with Youtube, to tell an interactive story about Windsor in a situation relevant to the consumer and drinking occasion, maximizing owned and earned media and integrating traditional media and PR to further drive buzz.

Amazing first interactive campaign utilizing Youtube channel in Korea.


Results

Find

  • Over 300,000 views were created through earned media / organic traffic contributing to over 2/3rds of total PVs with an 8 week period.

Inspire

  • TOM: 5.5% -> 6.6%
  • Perceived quality : 7.9% -> 9.2%

Connect

  • One of the best whiskies: 4.0% -> 5.9%(#1 ranked in local scotches)
  • Total shipment delivery: 868,061 9L c/s in 2011(+2.3% vs. 2010)