Diageo (Greece) – Theatrical Staff Seminar (Johnnie Walker Red Label)
Campaign Title Theatrical Staff Seminar JWRLBrand Diageo HellasCategory A13 Trade & Sales Force Medal BronzeAgency MSPS
SUMMARY
Diageo wanted to educate its trade partners in the best way to present and serve all five variants of Johnnie Walker Whisky.
CHALLENGES
The objective was to transform a simple seminar to an innovative and pleasant performance. Trade traditionally showed little interest in educational programmes, and were used to hotels and restaurants for promotions rather than the theatre. The request and...