Signature Whiskey - Click to visit Scotland
Maddies 2022 award entry
Category : C3 | Use of Rich Media / Video / Interactive Content
BACKGROUND:
With the onset of the pandemic, the scrutiny about what one ate, the source of ingredients and its purity became increasingly important for consumers.
Signature Whiskey was built on the premise of ‘Crafted from Nature’ and used the choicest natural & sustainably grown ingredients. Having undergone a product renovation (change in flavour, aroma, texture, taste), we wanted our consumers to experience the same. Restrictions around alcohol advertising made it difficult to talk about these changes.
BRAND CHALLENGE:
In a renovation year, building product credentials for Signature Whiskey based on its refreshed ‘Crafted from Nature’ promise was critical.
Brand task was to communicate about the authentic ingredient sourcing and provenance story in a visually immersive way, while complying to the guidelines of restricted advertising environment
INSIGHT:
Nothing ever becomes real until it’s experienced
SOLUTION:
First of its kind in Alco-bev, Signature created an opportunity for the consumer to experience an AR enabled virtual Distillery tour in COVID environment. A unique QR code scan took the consumer into the Scottish Highlands and learn th ecraft of Signature Whisky making. 'What you see is what you get'.
As consumer entered the experience, a navigator takes him through the Source story of ingredients/ fresh water thereby taking him to the Distillery where the process of Whisky making is visually demonstrated in detail
An on-trade takeover with multiple posters enticed the consumers at retail alcohol stores to scan the QR code to experience the Signature story along with digital story
Link for more information
Age gated communication around POS outlets where multiple posters were put up with a QR code that could be scanned to enter the Experience Zone.
QR codes were placed on the packs to further accentuate the consumption experience
EXECUTION:
RESULTS:
50K scans from Jan’21 till date
10k+ Distillery Tours/experiences in 1st month of deployment
+6% CTR on Digital Organic Posts about Tour Experience
Brand awareness increased from 18.3 to 22.6%