In Korea, a song a brand produced for a commercial song is not allowed to be aired on national TV music programmes, but it can be distributed on online music sites and record stores like other regular songs. TV programmes, such as drama and entertainment shows, that contain scenes on which brands and products appear, have to make a clear notification before the programmes. Films sponsored by brands are allowed to be played on paid media like online and theatres.It is strictly prohibited for alcohol brands that are over 17% proof, like whisky, to run advertisements on mass media such as national TV, cable TV and theatre. Branded entertainment contents a whisky brand produces, and contains scenes of whisky drinking, brand logo and product exposures, are x-rated, regardless of the story. They can only be distributed by age-targeted media.

We produced four songs about vision and sold them in record stores.

Korean people in their 30s and 40s loved the songs that reflected their feelings and thoughts.

And we made a music film based on these songs.

Windsor appeared in various scenes when people in the film shared the vision drinking whisky at a bar. It was filmed in full 3D and played in 4D in theaters for selected people.At campaign site consumers could enjoy contents and participate in activities such as sharing the vision of their own and selecting a singer for a new vision song through a poll.At last we held a ‘Share the Vision’ concert with all artists of vision songs. Over 6,000 people who were participated in this campaign came to the concert and watched the music film in 3D and a showcase of a new vision song while drinking Windsor.

As a whisky brand, it is difficult to reach customers directly because there is a strict regulation in communicating the product via mass media. However, branded entertainment contents made it a lot smoother for Windsor to deliver the message to consumers and claim their interests. Korean men in their 30’s and 40’s, who are the main targets of Windsor, have felt that there are not many songs for them to sing while drinking whisky, because these days most Korean songs are aiming for teenagers.

The 4 vision songs that reflect mid-aged Korean men’s thoughts and feelings were given the first rank when they appeared at the music chart and have been downloaded over 13m times as of December 2011. A total 1,205,324 people enjoyed the music film and songs at campaign website. As a result Windsor’s brand awareness surpassed its competitor in 6 months. Windsor maintained its no.1 place for 3 years, with its market share rising by from 34.9% to 36.6%. Moreover, Diageo Korea has profited by distributing these songs recording 100m KRW in sales.