“Aroma of Tokyo” - Pernod Ricard Japan for Chivas RegalPeriod: June 1st 2011 - August 31st 2011June 2011, Tokyo. For the younger generation a night out usually revolves around a modern bar with food and light drinks. Chivas Regal wanted to introduce this generation to the more traditional bars, but with a fun approach to having an interesting and good night out.

Addresses in Tokyo are not comprised of street names and building numbers, but are instead based around suburbs, blocks and building names, so finding your way around is difficult. Tapping into Tokyo’s appetite for geo-locational smart phones and melding augmented reality, Chivas Regal’s “Aroma of Tokyo” provided a fun way for young adults to enjoy this traditional bar experience.The campaign was developed in collaboration with 18 bars, serving 18 cocktails, in celebration of Chivas Regal 18 years. Using a smart phone, potential customers were ‘pulled’ from online to offline activities, encouraging their use of technology and social media.Guiding customers to specific bars and locations, the AR browser, Layar, Google Maps and Foursquare were used in a “treasure hunt” approach.The treasure hunt was explained via website and Facebook. Reaching the closest station for a bar, Layar was used to direct them into the bar. Once inside, Foursquare came into play allowing them to check-in and start accumulating points, redeemable for, USB sticks or Moleskin notebooks. Adding to this fun, users were invited to check-in to 85 famous locations across Tokyo, in honor of the 85 different aromas in Chivas 18.The campaign well-received by the mass media; and covered online by "The Independent," also numerous domestic and international media. "Foursquare Marketing" book hailed this a remarkable case study, and generated exposure valued at 5 times more than its budget.Mr. Kazuhito Watanabe (Brand Director, Whisky & Spirits - Pernod Ricard Japan)“We’ve had many positive comments from consumers and the media, as it was the first campaign that combined AR and Foursquare in Japan. The biggest difference we noticed was that people didn’t just comment about getting a free drink, instead they described how interesting and fun the campaign was. Considering the very basic environment and budget of this campaign, we believe we have helped expand the whisky market in Japan.”