| Заголовок | Win the Right Way |
| Агентство | Havas London |
| Кампания | Win the Right Way |
| Рекламодатель | Chivas |
| Бренд | Chivas |
| Posted | Октябрь 2015 |
| Бизнес сектор | Крепкие напитки, крепленые вина |
| История | Using storytelling to recruit a new generation of whiskey drinkers |
| философия | We created a $1M fund and a global programme called The Venture for budding social entrepreneurs across the world – a platform to tell their stories and pitch for hard cash, putting their businesses on a global stage. |
| Проблема | Chivas Regal is the world’s original luxury whisky. But having history is no guarantee of future success. We needed to be relevant to a new generation. The communications challenge was to engage them in a category that wasn’t naturally of high interest. |
| Результат | - The Win the Right Way campaign for Chivas Regal, was activated in 18 countries worldwide and we received over 1000 entries for The Venture competition itself. We achieved over 15M YouTube views for the Inspire films (50% over target) and a 30% reduction in cost per view. Our view through rate was also significantly higher. - Shifts in brand equity are measured by market – in Brazil relevance increased from 9% to 58% vs. 2013, appeal increased from 12% to 50% and we saw a 55% increase in “standing for something important”. - It is the most successful campaign for the brand to date and will continue into 2016 and beyond. |
| Тип медиа | Телевидение |
| Длина | |
| Директор по стратегическому планированию | Anthony Edwards |
Похожие объявления
Больше работы
СМОТРЕТЬ ВСЕSky Sports F1 start of season
- БРЕНД:
- Sky Sports
- АГЕНТСТВО:
- Sky Creative
Win the Right Way (1m30) / The Venture
- БРЕНД:
- Chivas
- АГЕНТСТВО:
- Havas London
Case Study: Vale Das Palmeiras
- БРЕНД:
- Chivas
- АГЕНТСТВО:
- Havas London
Case Study: Apolis Clothing
- БРЕНД:
- Chivas
- АГЕНТСТВО:
- Havas London
Poster II
- БРЕНД:
- Chivas
- АГЕНТСТВО:
- Havas London
Poster I
- БРЕНД:
- Chivas
- АГЕНТСТВО:
- Havas London
Win the Right Way (6$)
- БРЕНД:
- Chivas
- АГЕНТСТВО:
- Havas London
Win the Right Way: Liao
- БРЕНД:
- Chivas
- АГЕНТСТВО:
- Havas London
Win the Right Way: South Africa
- БРЕНД:
- Chivas
- АГЕНТСТВО:
- Havas London