Giving Johnnie Walker an ongoing cultural voice in China

This case study describes a campaign by Johnnie Walker, the Whisky brand owned by Diageo, which used events in China to maintain a brand presence between major advertising campaigns.

Giving Johnnie Walker an ongoing cultural voice in China

Charles Wigley, Finnian O'Neill and Jonathan Koh

Campaign details

Brand owner: Johnnie WalkerAgency: BBH CHINABrand: Johnnie WalkerCountry: ChinaChannels used: Internet – display, Online video, Social mediaMedia budget: Up to 500k

Executive summary

The origin of this campaign was a desire by the client/agency team in 2012 to experiment with more ongoing communications beyond the regular major set-piece campaigns for Johnnie Walker in China.

To do this we looked ahead to key dates when we felt that Johnnie Walker's...

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