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By The Drum Team, Editorial

February 22, 2010 | 2 min read

Last week saw the launch of Ardbeg’s ‘Rollercoaster’ campaign to promote the Islay whisky brand’s new whisky expression.

Created by Story, the integrated campaign aims to drive sales of 13,000 bottles of the limited edition whisky expression ‘Rollercoaster’ which has been created to celebrate the Ardbeg Committee’s 10th anniversary and to raise brand awareness.

The campaign targets the Committee’s 52,000 members throughout 120 countries worldwide.

Mail-packs, live events, online animation and virtual experiences have also been introduced to engage and drive members to the online shop.

The campaign began with a mail-pack being sent to all Committee members which included information on the new bottling and an invitation to the Committee’s 10th Anniversary party, held at various locations around the world.

Story has also created guidelines and the creative for hosting the international parties, including fun-fair backdrops, bespoke Ardbeg ‘fun and games’, fun fair ideas (branded toffee apples etc), a grand entrance experience and a movie containing clues to ten Ardbeg expressions which people have to guess to win a prize.

To integrate a data-capture element into the campaign, invitations to the party with an RSVP have been included. In addition, members are directed to a micro-site where they can access a campaign movie, online games and purchase from the Ardbeg shop.

Dave Mullen, creative director at Story, explained: “The Committee are effectively students of the brand. They are continually looking to learn new aspects of Ardbeg’s personality and as such, they will study the Rollercoaster movie to test their knowledge. Ardbeg is about a ‘Coming of Age.’ Its fans have all gone on their own personal Odyssey before arriving at the world’s best whisky. This campaign needed to encapsulate the heady years since the inception of the Ardbeg Committee and recognise that they have been along for the ride. We needed to embrace all its heart-stopping, momentous moments and the thrills and spills of the last ten years. It’s been a scream.”

Story is a member of the Marketing Industry Network.

Story Ardbeg Whisky

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