Case Study

Johnnie Walker
StepUp to the VIP Lifestyle -

A credible and scalable platform that gave high-end consumers a once-in-a-lifetime VIP experience.

Context
  • Johnnie Walker Step Up to the VIP Lifestyle provided the brand with a credible and scalable platform that gave consumers a once in a lifetime VIP experience with opportunities.
  • The highlight of the activation ‘Drive of a Lifetime’ was held on Nov 29-30 where esteemed consumers were treated to an exquisite lifetime experience with two time Formula One champion Mika Hakkinen as it launched the ‘Step Up to the VIP Lifestyle’ campaign.
  • Johnnie Walker Formular 1
  • Johnnie Walker Formular 1
  • Johnnie Walker Formular 1
  • Johnnie Walker Formular 1
  • Johnnie Walker Formular 1
Brief
  • Amplify Johnnie Walker ‘Step Up with the VIP Lifestyle’.
  • Position Johnnie Walker as the lifestyle brand of game changers.
Activation
  • Amplification of celebrity footfall to event.
  • Striding team PR stunt.
  • Twitter amplification using the #iamnotdriving and #stepup2vip
Outcome
  • Overall, the Johnnie Walker ‘Step Up to the VIP Lifestyle’ Event was successfully concluded with all activities implemented and the event amplified effectively.
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