Pernod Ricard Hong Kong: Chivas 18 - The Scene presents Crowd Crew
Company: Geometry Global Hong KongCountry: Hong KongCategory: Integrated, Marketing Discipline and Brand Building/Awareness
Summary statement
In an environment of increasing consumer sophistication, Chivas, led by Chivas12, faced declining brand relevance and flattening sales. To revive the brand and affect reappraisal, we developed a branded content led idea with a new, relevant brand 'hero' Chivas18, crowd sourcing the film execution amongst the creative aspirants of the target audience.
Each key milestone of the collaborative project was brought to life by a series of online...