0
views on Facebook
0
views on Instagram
0
views on YouTube
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)
iProspect SA: MultiChoice FIFA OOH
iProspect SA: MultiChoice Search at its optimum
Our FIFA World Cup search campaign highlights how savvy search setups can deliver results for brands and eliminate same stable cannibalization.
iProspect SA: Delivering Dynamic Ads and Data Driven resu...
We set out to target sports fanatics who would subscribe to Multichoice Pay TV to watch the 2022 FIFA World Cup. We held high ambitions to deliver personalised communication whilst outperforming...
DENTSU CREATIVE SSA: Trophy Stout: Reclaim Your DNA
Most of Nigeria’s greatest artistic treasures are held in Western museums, which refuse to return them. As Nigeria’s proudly 100% homegrown beer with a history of supporting Nigerian cultural in...
iProspect SA: A First in Africa! Bringing Digitally Dynam...
The world's biggest sporting event; The FIFA World Cup!
We enabled Supersport to capitalize on the hype that comes around every 4 years, through this data-driven project that elevated the us...
iProspect SA: MultiChoice and Udemy: Bringing online lear...
In a move to empower African customers with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online learning, to pr...
iProspect SA: Corona - Free Range Humans 2 Campaign
Contrary to Corona’s belief of “living life outside”, humans spend 90% of their lives indoors. Their “Free Range Human” campaign was therefore conceptualised to inspire people to answer nature’s...
iProspect SA: The SuperSport App Experience – your person...
This is AFRICA - where sport connects and empowers nations!
We launched the impressive SuperSport App Experience to eagerly awaiting African audiences, by embarking on a bespoke digital stra...
DENTSU CREATIVE SA: 1st For Women Safety
DENTSU CREATIVE was briefed to entrench 1st for Women's “fearless” positioning and developed a campaign that highlights how FFW is the only insurance brand that fights for women’s safety. Becaus...
iProspect SA: MultiChoice teams up with Udemy
In a move to empower customers across the continent with impactful and functional skills, Africa’s leading entertainment provider, MultiChoice, partnered with Udemy, a global leader in online le...
iProspect SA: The SuperSport App Experience
iProspect was tasked to launch the impressive SuperSport app experience to eagerly awaiting African audiences. They embarked on a launch strategy to target their key regions of South Africa, Nig...
Red Star SA: SOL - Taste the Sun
After Sol launched the Sun as their ‘brand ambassador’, digital out-of-home creative was updated in real-time with appropriate brand messaging, triggered by key weather changes.
iProspect SA: You Belong; The Fragrance by Brutal Fruit
This is a story of differentiation, to showcase Brutal Fruit as a brand of distinction, by delivering deeper brand meaning & value.
Brutal Fruit chose to dial up their sophistication ...
iProspect SA: Santam TV Integration into Kings of Joburg
Where Content and Technology powerfully intersect, this is where we connect.
In a first for South Africa, we plugged Santam into the critically acclaimed Netflix original TV series, crea...
Carat SA : Absa Snapchat Artificial Reality Game
A bespoke Snapchat game designed to demonstrate how Absa makes your money go further by teaching younger consumers the value of good banking practices.
Carat SA: NIVEA Perfect & Radiant #RoutineRoutine
NIVEA joined forces with award-winning musician, Sho Madjozi to create a truly interactive participation platform that created authentic, two-way communication between the brand and their younge...
Posterscope Kenya - The Travelling Stand-up Case Study
The Safaricom Let’s Keep Going Campaign was launched in a bid to improve Safaricom’s brand NPS.
Red Star: Heineken - When You Drive Never Drink
Heineken has prioritized leading the conversation about drunk driving to make a difference. They aim to change the drinking and driving behaviour in SA by disrupting key moments associated with ...
Carat SSA – Malta Guinness- Maltavator show
A Pan-African mind and body challenge was created to enable consumers to Fuel their Greatness through a game show.
Vizeum SA: Sanlam Conspicuous Saving
In National Savings Month, Sanlam challenged two key SA celebrities to twist their VIP lifestyles.