Продвижение кампании Dewars «Дважды лучше»

Главное о кейсе

KPI's achieved:
6 600 000 viewers of teasing videos
200 000 + likes got blogger's videos
40+ PR articles
978 registration on Timepad
OTS achieved: 152 075 765

Бизнес-задача и ее решение

Brief and objectives:
- to build brand awareness of Dewar's brand among the
Millennials
- to activate Scotch Egg club platform
In order to amaze and engage this sophisticated target group, we came up with a brand-new event format — a promenade bar “Double is Better”. An immersive show that united a theatre, a stand-up show, a party and gastronomic experience under the roof of a bar.
We teamed up with the stand-up professionals and invited our guests to ridiculously fun journey across the world and through the ages. Guided by Tommy Dewar — the charming Whisky Baron and passionate chicken breeder — our guests travelled through time, bumping into weird characters, doppelgangers and double meanings that revealed the benefits of Dewars’ double-ageing process. In the show's final the guests found themselves at Scottish wedding, where they discovered the marriage process of double-aged whiskey and tasted a gastronomic pair of Dewar's and Scotch egg.

To increase the effectiveness of the campaign, we adopted an integrated approach. We announced the show with viral teasers (2.5 MIO views) and invited 4 bloggers, who announced an opening of registration to the event and created own content within the show's setting (3.5 MIO views). Innovative format of the show also sparked media interest, which resulted in 40 articles in key titles with 152 MIO OTS.

Прочая информация о кейсе

Event: The creation of the performance "Double is better" with the actors of the theatre of Meyerhold, which tells the story of the creation of Dewar's brand and its core values; conducting 6 performances of the on-site bar, Meat puppets, 1500 guests, food pairing.
Digital:
• Announcing campaign - shooting of 3 videos with actors of the show and seeding on youtube and steaming services (over 2 mln of views achieved);
• Influencers integration - 4 videos with top influencers like Amiran Sardarov, Nastasiya Samburskaya, Diana Korkunova and Oleg Criket to promote main plot points of the performance ( 4 378 K views, OTS over 13 mln; Reach 5,7 mln).

Видео