There has been an explosion of branded content in the UK in recent years. Heavy restrictions exist to regulate the appearance of branded entertainment on television (OFCOM insist that there is a clear distinction between content and advertising in television), as well as lighter touch codes for on-line media (the BCAP Code sets out general principals for acceptable behaviour by brands in these channels). Despite this, the online media environment has matured, ensuring that many more opportunities now exist to drive branded content at scale in the UK.

Although there is more content being produced, it is hard for it to break through given the fact that so much other content is brand free and unaffected by brand messaging. It is an interesting indicator that, although product placement was legalised in the UK, take up has been very slow with only a handful of deals carried through. With all this in mind, there are few examples of branded entertainment campaigns that can truly be considered to have been successful in culture, so when one does break out, the brand insights and execution behind them tend to have to be innovative and exceptional.

Using social & online media, we asked people around the world “What would you like to be famous for?” The best responses were laser cut into an installation, influenced by the whisky distilling process.

A motion controlled light allowed the audience to read individual answers around the venue.

The process made the public’s influences as important to the outcome as the artists, engineers and designers.

The primary strategic objective for The Famous Grouse is to build long-term brand equity. Initial responses against this target have been encouraging. Over 7,000 of the brand’s social media audience were directly involved in the campaign, with an indirect reach of almost 450,000 people. In total, over 53 different countries were involved.

The effects were clear in the UK market; at a time when the whisky category saw a 12 week decline in sales of 3%, the effect on The Famous Grouse was minimal – a mere 0.2% decrease in comparison.