To help re-establish Johnnie Walker as a global brand icon and to exploit global media to enhance the ‘Keep Walking’ proposition

To help re-establish Johnnie Walker as a global brand icon and to exploit global media to enhance the ‘Keep Walking’ proposition We briefed out and managed the creation of 42 films shot in 30 different countries produced in 11 languages running in 210 markets. Not only have we overseen the production process we’ve also been responsible for devising a contribution model to collect funds from 60 priority markets to pay for the campaign. We wanted to inject “real” values into the “Keep Walking” proposition to make the vision more relevant and accessible. This is achieved on two levels. Firstly by associating with two strong global media brands (CNN and Discovery) both respected for their editorial integrity and “real” stories of entrepreneurial spirit and human endeavour. Secondly, and more significantly, content creation allows us to tell more personal stories of progress from around the world. A powerful editorial idea born out of the brand vision was devised:“ Ordinary people, extraordinary lives” Starcom devised and co-ordinated production of 42 x one minute TV vignettes to run on both CNN and Discovery for twelve months from July 2001 alongside the advertising. Each channel has 21 exclusive films. The concept has been tailored to reflect the differing editorial styles. Humanitarian and adventures based stories under the series title “Personal Journeys” feature on Discovery. “Life Journeys” on CNN feature more newsworthy and entrepreneurial stories.One film runs every night within a 15 minute window on both channels for 12 months, creating an “appointment to view” slot. We have released the vignettes in batches of 14 in order to keep the campaign fresh. In addition we created a web site to support the TV campaign (www.keepwalking.tv). All films are streamed on-line with the facility for consumers to vote for their favourite film. With the URL promoted every night at the end of the vignettes we are currently attracting around 10,000 visitors a month to the web site. This campaign has provided a hook around which all PR activity for Johnnie Walker is now focused. Activity is also being leveraged in trade with postcards, promotions and point of sale. We created a new layer to the Johnnie Walker communication to complement the advertising. By taking the creative idea and stretching it into a global editorial concept we have been able to touch more consumers around the world with the “Keep Walking” message.

We have devised and implemented one of the biggest ever content- originated campaigns on a global basis. Created the biggest-ever, global originated-contact campaign42 films shot in 30 different countries produced in 11 languages running in 210 marketsExtended the Keep Walking proposition using the powerful editorial idea “Ordinary people, extraordinary lives”Local content syndication deals have already delivered enough incremental value to more than cover the original production investment. Not only is this one of the biggest ever global content deals it is also the first time that two global TV channels have been willing to run with one core theme.

5% sales growth (relative) 6 months into campaign (market in decline)

We created a new layer to the Johnnie Walker communication to complement the advertising. By taking the creative idea and stretching it into a global editorial concept we have been able to touch more consumers around the world with the “Keep Walking” message.

We have devised and implemented one of the biggest ever content- originated campaigns on a global basis.

Created the biggest-ever, global originated-contact campaign42 films shot in 30 different countries produced in 11 languages running in 210 marketsExtended the Keep Walking proposition using the powerful editorial idea “Ordinary people, extraordinary lives”Local content syndication deals have already delivered enough incremental value to more than cover the original production investment. Not only is this one of the biggest ever global content deals it is also the first time that two global TV channels have been willing to run with one core theme.

5% sales growth (relative) 6 months into campaign (market in decline)

We briefed out and managed the creation of 42 films shot in 30 different countries produced in 11 languages running in 210 markets. Not only have we overseen the production process we’ve also been responsible for devising a contribution model to collect funds from 60 priority markets to pay for the campaign. We wanted to inject “real” values into the “Keep Walking” proposition to make the vision more relevant and accessible. This is achieved on two levels. Firstly by associating with two strong global media brands (CNN and Discovery) both respected for their editorial integrity and “real” stories of entrepreneurial spirit and human endeavour. Secondly, and more significantly, content creation allows us to tell more personal stories of progress from around the world. A powerful editorial idea born out of the brand vision was devised:“ Ordinary people, extraordinary lives” Starcom devised and co-ordinated production of 42 x one minute TV vignettes to run on both CNN and Discovery for twelve months from July 2001 alongside the advertising. Each channel has 21 exclusive films. The concept has been tailored to reflect the differing editorial styles. Humanitarian and adventures based stories under the series title “Personal Journeys” feature on Discovery. “Life Journeys” on CNN feature more newsworthy and entrepreneurial stories.One film runs every night within a 15 minute window on both channels for 12 months, creating an “appointment to view” slot. We have released the vignettes in batches of 14 in order to keep the campaign fresh. In addition we created a web site to support the TV campaign (www.keepwalking.tv). All films are streamed on-line with the facility for consumers to vote for their favourite film. With the URL promoted every night at the end of the vignettes we are currently attracting around 10,000 visitors a month to the web site. This campaign has provided a hook around which all PR activity for Johnnie Walker is now focused. Activity is also being leveraged in trade with postcards, promotions and point of sale.

Tracy Darwen   Group Account Director   Starcom Motive