Chivas Regal, a renowned blended Scotch whisky produced by Pernod Ricard in Scotland, made its entry into the Myanmar market in 2021 with the launch of the exclusive Andy Cole Edition Chivas 12 bottle. Our primary goal was to generate awareness for this special edition across digital and social channels.
Results
Challenges
The year 2021 presented numerous challenges for individuals, both economically and socially. Many faced job losses and sought opportunities for bargains and freebies, feeling a sense of unlucky circumstances surrounding them.
Communication Solution
To uplift the spirits of whisky lovers, particularly our cherished fans, we devised a captivating lucky draw promotion that offered a chance to win something extraordinary and create unforgettable moments.
The Game Plan : Promo mechanism
In a time when everyday tasks became challenging, we aimed to simplify participation in this promo.
The mechanism was straightforward: with the purchase of a Chivas (12)Yrs Andy Cole Special Edition, customers received one lucky draw entry. To double their chances of winning, they could post a photo of their coolest Chivas moment on their own Facebook accounts.
Key Visual
Digital Amplification
Beyond Facebook and Instagram static and video ads, we harnessed the power of GDN to expand campaign awareness. Utilizing GDN banners, we drove traffic to a dedicated campaign microsite that showcased campaign details with including store locations.
Campaign Microsite
Acknowledging the challenges of conveying all campaign details through ads, we developed a cost-effective dedicated campaign microsite for participants. The microsite provided comprehensive information on the prizes, participation process, and purchase locations. See the website here for more details.
GDN Banners
GDN banners outperformed KPI benchmark by over 100% and is a big contributor to the success of the campaign.
Luckydraw Session
Amidst internet disruptions and rising costs, we adapted the lucky draw winner selection. Opting to pre-record the process, we ensured authenticity while keeping the video under 12 minutes. The outcome was a seamless, engaging experience for our audience.