Competition winners treated to VIP experience at Baku Grand Prix
The Johnnie Walker team was on the ground in Azerbaijan 26 – 28 April delivering another extensive guest programme for competition winners from Kenya. Building on the success of activations in 2018, Johnnie Walker Kenya once again leveraged the brand’s Formula 1 partnership to drive sales and brand engagement in market with good results.
The competition winners themselves had a weekend to remember as they were hosted in the exclusive Paddock Club space; Formula 1s highest level of hospitality. Across the weekend the consumers were treated to several unique experiences including a Formula 1 Pit Lane Walk and tickets to the Formula 1 concerts featuring Jessie J and Cardi B.
Our team also oversaw a successful local market activation, with extensive Johnnie Walker bar activations at the track and in the concert halls, as well some successful partnerships to drive sales within the local trade. This local activity was amplified on digital channels by key social influencers using #JohnnieWalkerAzerbaijan.
With another successful activation in the books the Johnnie Walker team will be looking further into how growing markets, like Kenya, can continue to utilise the brands' F1 partnership to deliver on key metrics.