Challengers Welcome Полянский Артем
This work
in other
nominations
Digital Campaigns
Task
As part of global campaign of Glenfiddich single malt Scotch whisky “Challengers Welcome” we had to develop a creative idea for promotion on Russian market
Ideas and solutions
We decided to show true stories of people, who accept the challenge every day. These stories were told in four inspirational videos by ambassadors sharing the brand’s “challenger” mindset. Famous Russian sports commentator Vasily Utkin, actor of theatre and cinema Maxim Matveev, financier Alexander Zaytsev and composer Misha Mishenko shared their stories of success and narrated how to accept the challenges and accomplish goals. The brand was organically integrated into the storyline, in which we selected for each hero whisky of different years, in accordance to their social status. The integrated campaign was carried out in communication channels: media publications, influencers, owned social media. Results: 13 publications in advertising and newswire media; 19 bloggers have followed the challenge; 1 900 000 number of video views in protagonists’ accounts; 73 000 000 reach of publications in media; 99 000 likes in social media; 64% sales growth of Grenfiddich in
