01. The Problem
Johnnie Walker is a main sponsor for the F1 Grand Prix. But in Indonesia there is no GP.
Unfortunately, there is no GP race in Indonesia unlike in Singapore. How do we communicate the brand and the excitement of the GP even though there isn’t a physical GP here? Additionally, in Indonesia, the government restricts all alcohol advertising to non-ATL channels. This meant we had to rely on advertising in very creative and unique ways. In some cases it meant inventing technologies where none existed in the market.
02. The Idea
Bring the GP to Indonesians
If there’s no GP in Indonesia, then we’ll bring the GP to them with the help of 4 time World Champion, Mika Hakkinen. Leveraging our premiere high end Johnnie Walker venues and lounges we took them over in a series of Johnnie Walker Circuit Nights. But these were no ordinary parties. Instead we hyped it up with not only an international DJ but we created a digital interactive on-ground experience unlike anything the Indonesians have experienced.
We had Facebook registration at the same queue line people wait in to get into the venue. We gave them RFID enabled bracelets that had their Facebook information in it. Then they could scan their bracelet to activate our custom created photobooths placed around the venue. The photo then automatically uploaded to their FB with our Johnnie Walker frame. Then we created a special custom drink touch screen kiosk. People could scan the bracelet and order a special Johnnie Walker drink as well as post a message to their FB. An iPad at the bar queued up the drinks and they were delivered to the seated customer.
The true piece-d-resistance was our popup 4D theater. This was an enclosed sound proofed theater which had a projector and two real F1 bucket seats. Surround sound speakers provided immersive sound and vibration. The film was a 1st person point of view of one of our real F1 drivers racing. Wind and sound provided the simulated real feeling. At the end of it, you could scan your RFID bracelet and low light cameras automatically took a photo of you in the racing seat, put you in an image of an F1 Johnnie Walker car and uploaded it to Facebook.
03. Social Media
Not only did we blast out posts about our Circuit Night parties, we also had content from the photo booths, popup theater, and Flavour Lab also posting content. In addition we ran a special Facebook app that let people consume content and rank up points in order to win prizes and even a meet and greet with Mika Hakkinen and Sergio Perez. We also ran a Facebook promotion that awarded a few lucky Facebook fans the “Drive of a Lifetime”, a chance to ride with Mika Hakkinen in our Johnnie Walker F1 car!
04. 4D Theater
We custom built from scratch, a pop up experience theater that brought the excitement of the F1 Grand Prix to them. Enabled by swiping an RFID Johnnie Walker pass the theater not only gave an immersive experience, but proof that you did it was captured via low light HD cameras and posted automatically to your Facebook.
04. What A Year!
What an amazing year it was for Johnnie Walker Indonesia. We brought the GP experience to Indonesians, we gave out the Drive of a Lifetime in our own F1 car, 4x World Champion F1 Racer, Mika Hakkinen, dropped by along with Sergio Perez to show us how to Join the Pact, we launched Platinum Label in Jakarta, partied with TIESTO, put a lucky fan’s name on our F1 drivers helmet visor, held the most epic amazing Johnnie Walker parties, did donuts in a $500K McLaren to make the World’s Most Powerful Signature, spammed Facebook with all sorts of great content, created a new kind of ordering system, had PR people go crazy about us, partied inside of a whisky bottle, and took a lot of photos. Epic.
The Results
1M
PR value
100K KM
Of safe rides home already provided in Asia
170M
Viewers reached in 150 countries – equivalent to £41M in media value.
4M
Engagements with our branded content and digital platforms worldwide
