The Johnnie Walker (DIAGEO) European and Global brand teams wanted to utilise the iconic Monaco Grand Prix to launch the brand’s 2017 F1 activations at scale, so we created a full 360° campaign to position Johnnie Walker through the lense of F1.
Using partnerships with on trade venues throughout the race weekend, the campaign delivered mass sales and sampling of Johnnie Walker cocktails to educate consumers on the 'how' and 'when' to drink Johnnie Walker. The social amplification of the campaign message was delivered through influencer engagement programmes, and earned media reach through global broadcast content and lifestyle media.
The activation also helped promote Johnnie Walker's responsible drinking message through the #JOINTHEPACT campaign, with approximately 100k consumer commitments to never drink and drive again.
In total, the number of samples of Johnnie Walker cocktails served over the weekend exceeded our KPI's, whilst our influencer content had a reach of over 100m. We also generated 15m+ views of broadcast content across 98 markets worldwide.