Iris > Case Studies > Johnnie Walker's IoT-Driven Brand Advertising and Sponsorship Strategy

Johnnie Walker's IoT-Driven Brand Advertising and Sponsorship Strategy

Technology Category

Sensors - Autonomous Driving Sensors

Applicable Industries

Automotive
Glass

Applicable Functions

Sales & Marketing

Use Cases

Smart Parking
Vehicle-to-Infrastructure

About The Customer

The customer in this case is Johnnie Walker, a renowned whisky brand with a global presence. Known for its premium quality products, Johnnie Walker has a rich history and a strong brand identity. The brand is also known for its innovative marketing strategies and social responsibility campaigns. In this case, Johnnie Walker was looking to leverage its sponsorship of the Vodafone Mercedes McLaren Formula 1 team to engage its consumers and promote responsible drinking.

The Challenge

Johnnie Walker, a globally recognized whisky brand, was looking for innovative ways to make its sponsorship of the Vodafone Mercedes McLaren Formula 1 team more engaging and meaningful to its consumers. The brand wanted to create a campaign that not only promoted its association with the glamour of the racing circuit but also conveyed a strong social message. The challenge was to design a campaign that would seamlessly blend the brand's association with the Formula 1 team and its commitment to responsible drinking.

The Solution

Johnnie Walker came up with a unique solution that combined its sponsorship marketing strategy with a rebooted 'Join the Pact' campaign, a commitment to never drink and drive. The brand created a powerful Glass Car film featuring F1 drivers Mika Häkkinen and Sergio Perez. The film showcased a full-scale reconstruction of the 2013 McLaren MP4-28 Formula One car made from Johnnie Walker whisky tumblers. In a dramatic sequence, the car shatters, symbolizing the fragility of human life and the potential consequences of drinking and driving. This innovative approach not only highlighted the brand's association with the Formula 1 team but also effectively communicated its social responsibility message.

Operational Impact

The campaign was a resounding success, both in terms of brand promotion and social impact. The Glass Car film served as a powerful reminder of the dangers of drinking and driving, effectively communicating Johnnie Walker's commitment to social responsibility. The campaign also successfully highlighted the brand's association with the glamour of the Formula 1 circuit, enhancing its brand image. The campaign's success was reflected in the numerous awards it won and the significant media value it generated.

Quantitative Benefit