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Johnnie Walker Proximity Marketing Campaign

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Objectives

Johnnie Walker, the most popular Whiskey brand in Greece, wants to run a promotional campaign in Athens to alert citizens about the hazards of drink-driving, and promote drinking responsibly.

The campaign

For a period of three months from the 20th of March until the 3rd of May, in the spring of 2009 a campaign to inform citizens about the hazards of drink-driving took place in various public locations all around Athens, Greece. The campaign was run by Johnnie Walker, the world-famous brand of scotch whisky, in order to promote responsible drinking.

dddThe campaign took place on Thursday, Friday, Saturday and Sunday evenings, in squares and public areas in Kolonaki, Psiri, Gazi and Pagrati (central areas in Athens, Greece). During the evening and early night hours, passers-by were encouraged to participate in the event and opt-in to drive their friends, participate in contests to win special prizes and download for free via Bluetooth a mobile catalog (screenshot on the right) with all the public transit information available in Athens at night.

Cytech Ltd. in cooperation with GetItRight used the Bluevibe platform to deliver the mobile catalog to the mobile phones of the event participants.

You can also download the mobile catalog from the Mobile Demos section, or by directing your mobile phone web browser to the following location:

http://www.bluevibe.net/downloads/apps/DontDrinkNDrive/DontDrinkNDrive.jad


Results

Out of a total of 2.641 that the Bluevibe Hotspots interacted with, 436 users accepted the content being sent to them from this campaign, giving a penetration rate of 16,5%.