Chivas - "Win the Right Way"

Havas London

Havas London London, Reino Unido

3459

Titulo	Win the Right Way
Agência	Havas London
Campanha	Win the Right Way
Anunciante	Chivas
Marca	Chivas
Posted	Outubro 2015
Sector Empresarial	Bebidas espirituosas
História	Using storytelling to recruit a new generation of whiskey drinkers
Filosofia	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.
Problema	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.
Resultado	- 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.
Tipo de Mídia	Televisão
Comprimento	60 seconds
Diretor de Planejamento Estratégico	Anthony Edwards