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About the campaign
The “I See You” campaign was set to tackle the biggest daily barrier in Lagos life – TRAFFIC, so that Lagosians can dedicate more time in their daily hustle. Johnnie Walker opened the most congested Toll Gate in Lagos for 3 hours toll free wishing Lagosians the best of luck in their Endeavours.
Carat seamlessly partnered Posterscope (OOH Logistics), Isobar (Online Creative Asset Development), Footprint (Activation) RnB (PR) and DDB (Ofline Creative support) to bring the campaign to live. All Agencies brought great professional touch to give the consumers a worthy experience. Carat exhibited great leadership and coordination to ensure all supporting agencies owned and delivered on assigned bits to make the campaign seamless.
Challenge
Johnnie Walker had a burning need to ignite the brand’s equity and to dial up emotional connection that would position the brand as the powerful, vibrant and desirable icon of progress for the Nigerian upwardly mobile and highly aspirational premium spirit drinker..
The brief was to inject energy, flair, magic and to bring Mojo to the premium spirit category that had seen Hennessy become a pop-culture symbol in the market. We faced the challenge of bringing the Johnnie Walker ‘keep walking’ mantra alive in Nigeria and turning it from an abstract statement to something drinkers could relate with in their day-to-day life.
Solution
From insight we knew that consumers wanted to be seen drinking/consuming brands that bring them stature and make them look successful and trendy, but at the same time they want to feel part of it. Our response was to tap into Nigeria’s rich national culture and celebratory spirit to make Johnnie Walker synonymous with the spirit of joy, purpose, and progress.
We recommended that the brand take advantage of major national celebratory moments like the Independence Day and Lagos at 50, a month long commemoration of the 50th anniversary of the creation of Lagos State, the pulsating commercial, industrial and social capital of Nigeria.
We negotiated a 20-minute take-over of one of the largest and most impactful Digital OOH screens in the city, located atop the Admiralty Toll Plaza on the busiest arterial road in Victoria Island and Lekki Peninsular, the more affluent south of the city. For 4 days and while the Digital Screens beamed contextual and personalized Johnnie Walker messages (#iseeyou) celebrating the daily progress of Lagosians, the toll barriers were opened for them to drive through without the usual fares, free, and on Johnnie Walker.
Working with an activation Agency, Johnnie Walker Ambassadors were on the ground to hand out special cards with Johnnie Walker inspired motivational quotes, underscoring the brand’s identification with the unstoppable spirit of the average Lagosian and his daily strive for purpose and progress. The activation was supported with PR while videos and photos of the OOH stunt were posted to the brand’s digital and social assets to drive amplification
Results
The activation generated earned media worth over 10 times the cost invested. It was reported in 3 national network TV news, over 20 entertainment/lifestyle blogs and 5 national mainstream newspapers. The video attracted over 1 million views on Facebook, over 300,000 views on Instagram and over 30,000 views on You Tube within a week in addition to hundreds of positive social sentiments.
- Over 1,000,000 views on Facebook, 300,000 views on Instagram and 30,000 views on Youtube.
- Generated earned media worth over 10 times the cost invested.
- The Campaign was reported on 3 National news channels, over 20 entertainment/lifestyle blogs and 5 national mainstream newspapers.
- Salience Q4 17 (+3 points vs LY)
- Awareness Q4 48 (+8 points vs LY)
- Trial Q4 21 (+6 points vs LY)
- Penetration L4W Q4 8 (+3 points vs LY)
- Emotion May 37 (= LY, +7 points vs Last period)
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