November 21st saw Johnnie Walker magnified as it took to select Ster-Kinekor cinema big screens in a six-minute advert that showed South Africa exactly why this brand has kept walking for two centuries.
Positioned as the pinnacle of progression, success and rarity among South African consumers, the advert celebrates Johnnie Walker’s Gentleman’s Wager.
“This is Johnnie Walker Blue Label’s first long-format luxury content, which was directed by Jake Scott and stars Oscar nominees Jude Law and Giancarlo Giannini,” explains Thandeka Ngqumeya from Brandhouse, “The Johnnie Walker Global team created two creative pieces – 30 seconds and six minutes long. The key objective of these innovative pieces was to show how you can make progress even when you have it all, in an entertaining manner within the context of craftsmanship and rarity,” she says.
“The 30 second creative was placed on television to build reach and increase brand saliency and awareness of JW Wager in order to drive consumers to watch the full six minute piece on YouTube”, Antoinette Van Der Plas from Notabene (a leading Global Communications Planning and Implementation agency) explains, adding that the television execution plan was strategic in order to reach the right consumer in the higher LSM bracket.
“Cinema was recommended due to the medium’s high impact, enabling us to utilize the full six minutes as well. Cinema also allows an incredibly targeted approach in terms of consumers,” she says.
From a media point of view, the Johnnie Walker team believes that cinema is an innovative medium, especially to communicate to the public the notion of a Gentleman’s Wager versus a Bet. They are also using television integration content, television and social media to emphasize what Wager stands for.
Van Der Plas concludes, “By watching the six minute content on a big screen, it comes across as a short, captivating movie that grabs the viewer’s attention; which drives targeted reach and offers high impact.”
Scott Lawrence, Cinemark Sales Manager remarks, “This is a big win for us, given that this is the second six-minute advert to appear on South African cinema to date. Designed for a digital platform, cinema was able to meet the client’s requirements by placing the ad in specific strategic sites and markets, guaranteeing that it is seen by Johnnie Walker’s desired target market efficiently. We’re honoured to be working with Johnnie Walker on such a fantastic campaign.”
See Johnnie Walker’s Gentleman’s Wager live on the big screen in select Ster-Kinekor cinemas from Friday, 21 November.
For more info on Cinemark visit www.cinemark.co.za or follow them on Twitter on @Cinemarksk.
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