Chivas - "Win the Right Way"

Havas London

Havas London London, Großbritannien

3462

Titel	Win the Right Way
Agentur	Havas London
Kampagne	Win the Right Way
Werbende	Chivas
Marke	Chivas
Posted	Oktober 2015
Geschäftsbereich	Whisky, Gin, Wodka
Story	Using storytelling to recruit a new generation of whiskey drinkers
Philosophie	We created a $1M fund and a global programme called The Venture for budding social entrepreneurs across the world – a platform to tell their stories and pitch for hard cash, putting their businesses on a global stage.
Problem	Chivas Regal is the world’s original luxury whisky. But having history is no guarantee of future success. We needed to be relevant to a new generation. The communications challenge was to engage them in a category that wasn’t naturally of high interest.
Ergebnis	- The Win the Right Way campaign for Chivas Regal, was activated in 18 countries worldwide and we received over 1000 entries for The Venture competition itself. We achieved over 15M YouTube views for the Inspire films (50% over target) and a 30% reduction in cost per view. Our view through rate was also significantly higher. - Shifts in brand equity are measured by market – in Brazil relevance increased from 9% to 58% vs. 2013, appeal increased from 12% to 50% and we saw a 55% increase in “standing for something important”. - It is the most successful campaign for the brand to date and will continue into 2016 and beyond.
Medientyp	Fernsehen
Länge	60 seconds
Direktor Strategische Planung	Anthony Edwards