The idea starts from giving the calendar to the target consumers driving them to bond with Chivas and link Chivas to their 'Friday Night'. The key message is to induce the readers to make Friday-Count-Down. Many companies produce calendar each year but this one is not the same. Thereafter, the audience will change the way they use the calendar completely.Before mailing the calendar, we use our call centre to call 25,000 Chivas consumers to identify the high-value audience. One week after mailing out, we do a satisfaction survey on the phone to make sure that they are completely satisfied.

We gave 5,000 calendars to top listed high-value Chivas consumers only. After the launched, 82% Chivas consumers made a request for additional calendars to give to their friends. And end up with 14,322 additional requested copies. Due to the campaign budget limitation, the client decided to give the additional 4,000 prints to their selected customers only.