Malaysian Media Awards Winners Showcase





2015 | |

A Bold and Intense Digital Media Cocktail

Advertiser: Moet Hennessy Diageo Malaysia
Brand: Johnnie Walker Black Label
Creative Agency: Zenith Media Sdn Bhd
Credits: -

The Challenge
JohnnieWalkerBlackLabel (JWBL), a 195 year old brand, faced a serious challenge: How to stay relevant to Gen Y and retain share of throat?

The Solution – Insight & Idea
JWBL crafted a global TVC, “Make It Black” (MIB), which featured rebellious artists splashing black paint across a classically furnished living room and then setting it alight. INSIGHT:Consumers are jaded, have seen it all. Media needed to stun them to create conversation. STRATEGY:a 3 dimensional digital media strategy, with creative buys and innovation in targeting, combining REACH, ENGAGEMENT and SHARING, to bring TVC alive boldly and intensely.

The Execution
Alcohol advertising is restricted. Even Google platforms don’t accept alcohol ads. Agency’s media cocktail included multiple flavours:
(1)HIGH REACH:
creative take-over on Yahoo: TVC based video ad expanded to “pour” black paint onto entire screen.
(2)DEEP ENGAGEMENT:
3 level Spotify partnership:
(a)Audio commercial playing Wigmore’s TVC song.
(b)Spotify Companion banners leading to MIB’s Facebook tab.
(c)Special JW-Spotify Playlist, featuring bar tracks.
Social Influencers engaged for MIB event, later interpreting “bold and intense” in blogs.
Content on Party verticals juiceonline and timeoutkl, for regular drinkers.
Niche site Mashable for young techies.

(3)ENCOURAGING TVC SHARING AT SCALE:
Facebook targeting by language, to avoid Muslims.
“Stage of Life Cycle” targeting selected people as they update their “celebratory” status, encouraging occasion-based bottle purchase: newly weds, new job, birthdays.
Foreign languages to target expatriates in Malaysia: French, Italian etc.

The Results
Campaign reached 1.3mil Unique Visitors, generating a whopping 13% increase in P4W Consumption (TNS), strengthening JWBL as No.1 Brown Spirit in Malaysia. Facebook was no. 1 media for Awareness (88%), higher than the traditionally offline media. Generated WOM : 88% said “It’s the sort of Ad I would talk about with friends”. 87% find the ad distinctive, 43% find it “very” eye-catching. Brand affinity (“a brand for sophisticated, stylish people like me”) jumped 67%! JWBL found the right ingredient!