Our proposal:
• We proposed a cross-regional brand experience tour called the Jack Daniel’s Experience which would travel around major cultural events.
• We designed, developed and produced an array of modular mobile brand experience equipment, incl. the largest mobile bar on wheels in the region. Our toolkit ensured that every country could choose the exact set-up that best suited their event. It allowed people to learn about the brand, interact with it, taste and purchase the product or just sit back and relax away from a crowded environment.
• To ensure proper brand communication and consistency across the regions, we also developed a creative toolkit based on three main communication channels (on-trade, PR, online) together with promotional mechanics linked directly to sales. We gathered consumer feedback, evaluations and collected data at the same time. This helped us to instigate immediate improvements as well as provide guidance for future activations.
The result:
• Jack Daniel’s got an attractive promotional tool which allowed them to partner with major European music festivals such as Roskilde Festival, Sziget Festival, Pinkpop Festival, Rock im Park and Festival Internacional de Benicassim.
• We strengthened the traditional connection between Jack Daniel’s and music-culture by giving out exclusive compilation CDs during the events and by supporting the local music scene. We also created a new summer promotion identity.
• We increased Jack’s relevance for a younger target audience (LDA-29)
• We increased the consumption / sales of Jack Daniel’s during the ‘weaker’ summer period.
• The project has successfully run for 2 years and will continue to run in the future.
