challenge
Johnnie Walker had been involved in Formula 1 for several years through it's sponsorship of the Vodafone McClaren Mercedes team. However, up until 2010 it had used it's relationship with F1 exclusively as a platform to promote a Responsible Drinking message. The challenge was to elevate it's role and to find a way to continue to promote RD while also using F1 to actively engage consumers across key markets, to reinforce the brand's global stature and style - and to drive brand growth.
solution
Working alongside the global Johnnie Walker team and their key agencies, we helped with the development of a new integrated engagement platform for Johnnie Walker F1. "Step Inside the Circuit" invites consumers behind the scenes of the glamorous, exciting and high performance world of F1 through exclusive content produced with the VMM team - and their drivers (Lewis Hamilton and Jenson Button). The campaign gives consumers the opportunity to literally 'step inside' via exclusive access to events and ultimately to the Monaco GP itself. The BSG has also been working with the brand teams in key Johnnie Walker markets to develop strong integrated activation plans around the platform.
result
Global roll out from September 2010. Watch this space!