In 2017, we defined and delivered an experiential sponsorship activation for Johnnie Walker across multiple Formula 1 European Grands Prix. Using innovative measurement technology, we also provided insight and ROI.
As the Official Whisky of F1, Johnnie Walker seeks to recruit the next generation of whisky drinkers. The aim of the sponsorship is to educate consumers on when, where and how to drink Johnnie Walker long drinks across a variety of cultural occasions. As a means of promoting this long drink strategy, we were responsible for developing a concept that would engage consumers, build connections and increase samples to sales.
We built a unique ‘pop-up’ bar inspired by the famous Johnnie Walker whisky crate and the brands' square bottles. We also created satellite sampling units that offered free samples, and vouchers for discounted drinks, in order to boost purchase.
To further optimise the activation throughout the F1 season, we used innovative Meshh WiFi analytics sensors, set up across the site,
to collect detailed data of footfall and customer engagement. We then used the analysed results to set benchmarks, make improvements and offer Johnnie Walker a better understanding as to whether sampling does drive sales.
Having analysed the data from the early Grand Prix activations, where 55% of those F1 race day fans exposed to the Johnnie Walker brand engaged with sampling, changes were implemented that improved future results, with engagement reaching 76% later in the season. The Meshh technology also allowed us to identify opportunities that hadn’t previously been considered. The impact of this insight has helped shape the objectives and strategy for the 2018 season.
The successful F1 activation was travelled around Europe for 6 Grands Prix: Monaco, Austria, Silverstone, Hungary, Belgium and Italy, as well as two festivals in UK and Spain. We helped Johnnie Walker deliver 162,000+ samples, with 19,000+ sales. The Johnnie Walker Experience will be rolled out for the 2018 season to build on last year's success.