In 2012, Johnnie Walker continued to drive its association with the style and sophistication of Formula 1™ and its partnership with Vodafone McLaren Mercedes. Linking two iconic brands, we worked with Johnnie Walker to further enhance its global activation program Step Inside the Circuit.
Designed to reach consumers on global, regional and local levels, the campaign offers unrivalled access to the glamorous lifestyles of Jenson Button and Lewis Hamilton. The aim was to inspire, engage and reward consumers through integrated channels such as behind-the-scenes digital broadcast content and once-in-a-lifetime events, where winners could experience the true meaning of Step Inside the Circuit. Complementing Step Inside the Circuit, we championed the brand’s Responsible Drinking program through innovative activations that delivered key messages to consumers.
Events in Monaco and Singapore perfectly encapsulated the glamour of Johnnie Walker. We helped to manage and showcase the brand’s assets through multiple channels. Broadcast episodes released just before the race weekend drove awareness on a global scale, while consumers from different markets were brought together and given unique and luxurious F1 experiences. We also worked with Johnnie Walker Responsible Drinking Ambassador Mika Häkkinen in key regions to engage consumers and stakeholders. The Responsible Drinking campaign, Join the Pact, was also boosted by events such as the World’s Most Powerful Signature driving stunt with Lewis Hamilton.
The numbers speak to the success of the program; 121 million broadcast impressions, and 190,000 online impressions for Step Inside the Circuit, complemented by pushing closer to 1 million signatures for the Join the Pact campaign.