Image Image Image Image Image

05

Mar

GLOBAL DISTINCTION FOR “THE NEWTONS LABORATORY” FOR THE CAMPAIGN “KEEP WALKING GREECE”

As Andy Fennell, Chief Marketing Officer of Diageo, pointed out, ”millions of people around the world connect with our brands every day , creating incredibly dynamic relationships that operate critical to the continued success of our business. Our brands is our lifeblood . I am extremely encouraged by the ceaseless pursuit of our partners to implement pioneering campaigns , but also to implement them with distinction”.

The «Keep Walking Greece» came to respond to psychological frustration and embarrassment of the Greek and Greek in the midst of crisis . Invite people to share photos and messages of optimism . Invest in maturity of thought and abilities . To synthesize views and “walk” to their own visions , highlighting the best . Displays a nutshell the creative power of the collective soul .

The campaign was based on the famous song «You will never walk alone». Relied on a unique idea of implementing ” Inspire dialogue” , which spread to both electronic and conventional instruments. Accomplished in a short time the widespread involvement of consumers in this initiative , creating positive emotions and predisposition towards the brand.

The results of the campaign in terms of public involvement was impressive and exceeded all expectations :

  • The exposure through paid media reached 75 % ( with an initial target of 57 % ) .
  • The relative viral video reached 450,000 viewings on YouTube.New ones added 20,000 Facebook fans, with 7,000 likes, 6,000 shares and 1,200 comments on posts
  • Handled more than 1200 tweets.H publicity earned media ( articles, television broadcasts , radio reports ) exceeded 1.2 million euros.
  • To perhaps most important result was that the Johnnie Walker regained relevance as a brand. Entachthike effectively in social dialogue in Greece , strengthening the idea of collective progress .

The Award Ceremony