Johnnie Walker: Yulu Campaign

Andy Edwards

Campaign details

Brand owner: Diageo
Agencies: BBH China and Ogilvy & Mather, Shanghai
Brand: Johnnie Walker
Country: China
Channels used: Cinema, Online video, Outdoor, out-of-home, Print - general, unspecified, Social media, Television, Word of mouth and viral
Media budget: 5 - 10 million

Executive summary

In China's luxury spirit market, consumers look for the status that is created from being seen with something new or expensive. Johnnie Walker did not stand for either of these aspects in terms of providing status. So this campaign was designed with a uniquely authentic approach, to galvanise generations to join the online debate and launch a cultural event that gave the Johnnie Walker brand a distinct role, not only in whisky culture but also in the culture of a new, emerging China. As a result of the campaign, millions of dollars of earned media was gained to make Johnnie Walker the most talked about brand in China.

Market background and business objectives