Extending EU pouring activity & amplifying #JOINTHEPACT
Off the back of a successful activation in Monaco, Johnnie Walker’s 2018 F1 campaign continued at a sunny Silverstone, helping fans to beat the heat by serving up refreshing cocktails and entertainment in the F1 Fanzone. From an immersive consumer experience delivered at the Johnnie Walker Highball Bar, to mass sampling and sales executions in key locations around the circuit, fans were able to engage with the brand and enjoy signature Johnnie Walker highball serves throughout the race weekend. The stunning sampling unit was designed and built by our Live team.
In addition to an extensive pouring execution, and to build on the long-standing success of Johnnie Walker’s #JOINTHEPACT campaign, we worked with the brand and F1 to create a ground breaking new dynamic for the campaign. Consumers were not only able to make their commitment to never drink and drive, but also make history by signing their name directly onto a piece of Formula 1 track signage. Displayed in the Fanzone in the lead up to the race, the track signage was then placed in a focal position on track and captured on the Sunday race broadcast.
Alongside social activity on F1 channels to help promote this important message, the initiative delivered large scale broadcast coverage for the #JOINTHEPACT campaign, receiving mentions in 44% of the commentary surrounding the initiative.