Whisky Day
Colombia
Whisky Day Project Details
Challenge
Johnnie Walker wanted World Whisky Day, a celebration that often goes unnoticed in Colombia like many others, to be a day that everyone knew in the country. The problem was that millennials, the brand's target audience, didn't have a strong connection to this type of celebration.
Idea
We decided to ask fans to write a reason for Johnnie Red to set up a Red House at their place on that day – a party with a DJ, Johnnie & Ginger shots, ambiance, and the iconic striding man as bartender. How? Through a Facebook post inviting users to buy a bottle of Red Label, upload a photo of it as a comment telling us their reason for celebrating that day, and inviting their friends to comment as many times as possible to win.
Result
We moved the cash register with a simple engagement activity, stepping away from traditional Facebook communications and achieving 13,522 interactions and reaching 3.5 million users.
