Johnnie Walker wanted to launch a campaign to build their brand’s philosophy of progress, Keep Walking. In a country where the youth continues to emigrate looking for bigger opportunities, we launched a national cause, ‘Keep Walking Lebanon’, to inspire people. The face of the campaign was Bernard Khoury, one of the few architects who fought for a leading innovative role in the face of the reconstruction machine that is rebuilding post-war Lebanon.
Give some idea of how successful this campaign/entry was with both client and consumer:
Because of high-visibility across the different channels, and the high level of engagement on the microsite, the campaign resulted in an increase in sales of 34% for Johnnie Walker Black Label, and an increase of 14% for Johnnie Walker products in general, compared to the same time frame in the previous year. With over 3,000 visitors making submissions onto the site, the campaign managed to not only attract but engage their audience through an inspiring story of progress.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The campaign was revealed to major social influencers at Bernard’s first architectural breakthrough, B018, a controversial nightclub that received worldwide appraise. Online, a microsite ran 6 film podcasts featuring inspiring stories from Bernard’s career. The microsite also allowed people to participate, engaging in conversation on how they can ‘Keep Lebanon Walking’. Their conversations were tightly connected to social media through facebook. A TV film inspired viewers through a journey of Bernard Khoury’s career that produced some of the finest landmarks in Lebanon and received worldwide acclaim. The campaign also ran in Outdoor, Magazines and Newspapers, and garnered massive PR and media interest.