Making strides at the Belgian Grand Prix


First title race activation for Johnnie Walker

Whilst the UK August bank holiday proved a wash-out, the weather at the famous Spa-Francorchamps Circuit was uncharacteristically dry for Johnnie Walker’s first title race activation in its 12-year Formula 1 history. A collaborative effort between multiple stakeholders ensured that the FORMULA 1 2018 JOHNNIE WALKER BELGIAN GRAND PRIX was delivered beyond expectation; from sales and sampling of Johnnie Walker Highball serves, and a globally amplified #JOINTHEPACT campaign, to over 300 people hosted in a bespoke Johnnie Walker hospitality environment.
Recorded successes from the activity include over 7,000 drinks sold through Johnnie Walker Highball bars, which encompassed a large experiential bar positioned at the heart of the Formula 1 Fanzone, plus multiple supporting bar units and consumer sampling stands strategically located in high-footfall zones around the circuit. 

In addition to the brand’s commercial achievements, over 1 million commitments to Never Drink and Drive were generated as part of the long-standing DIAGEO-wide initiative #JOINTHEPACT, leveraging the influence and local interest of Belgian Formula 1 driver Stoffel Vandoorne to amplify the campaign.
In a bid to achieve standout visibility at the event, we also worked closely with the brand to implement high-impact track signage featuring large ground mats, #JOINTHEPACT campaign exposure and a takeover of the famous Eau Rouge corner.