Diageo: Turn up the heat by Johnnie Walker Red

Scotch whisky brand Johnnie Walker Red used data services and mobile technology to reach out to millennial consumers, increase its social media reach and grow sales in Columbia.

Campaign details

Brand: Johnnie Walker- DiageoAgency: OMD, OMNICONRegion: LATAM

Objectives

The brand wanted to get closer to young partygoers that are seeking to enjoy the night to the fullest, within a big event market with numerous party offers, and a lot of competition in the liquor and spirits category. The Brand wanted to reach this target at the perfect moment of the party to increase their sales of Johnnie Walker Red and the engage the audience through the perfect media channels to get its objective.

Target audience

Young people aged 21-37 – the millennials or...

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