Jack Daniel's Birthday 2009

The Challenge: Develop a BTL strategy for the Birthday 2009 campaign that will be consistent with an ATL creative idea and will be relevant for all countries from Central and Eastern Europe. Convert the BTL strategy into a toolkit of promotional materials.

Jack Daniel's Birthday 2009

Our Proposal:

  • The BTL campaign focused on a simple message ‘Sign Jack Daniel’s Birthday Card’ that builds on and expands the ATL communication.
  • The toolkit that consists of both mechanics and supporting materials for: off-trade, on-trade, PR and online activation.
  • Use of social media in order to generate one place of reference for the whole region.

 

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