We defined and delivered an experiential sponsorship activation for Johnnie Walker across multiple Formula 1 European Grand Prix. Using innovative measurement technology, we also provided insight and ROI.
Johnnie Walker Formula 1 Sponsorship Activation
As an existing client of CSM, Johnnie Walker is the Official Whisky Drink of F1 and seeks to recruit the next generation of whisky drinkers. The aim of the sponsorship is to educate consumers on when, where and how to drink Johnnie Walker long mixed drinks within various cultural occasions.
As a means to promote the long-mixed drinks strategy, we were brought on board to create a concept that would engage consumers, build deeper connections and ultimately increase samples to sales.
We built a unique ‘pop-up’ bar based on the famous Johnnie Walker whisky crate and influenced by the square bottles. We also produced satellite sampling units which offered free samples and discount drinks vouchers to drive purchase.
To optimise the activation throughout the F1 season we used innovative Meshh WiFi analytics sensors set up across the activation that collected detailed data of footfall and customer engagement. We then analysed the results to set benchmarks, and made improvements that ultimately helped Johnnie Walker understand if sampling does drive sales.
After analysing the data of the early race activations, where 55% of exposed F1 race day fans* engaged with sampling, changes were implemented that improved future results, with engagement up to 76%. The Meshh technology also helped us identify opportunities that hadn’t previously been considered. The impact of this insight has also helped shape the objectives and strategy for the 2018 season.
We helped Johnnie Walker deliver 162,000+ samples, with 19,000+ sales.
The successful F1 activation was travelled around Europe for 6 Grand Prix, Monaco, Austria, Silverstone, Hungary, Belgium and Italy and two festivals in UK and Spain. The Johnnie Walker Experience will be rolled out for the 2018 season to build on its success.
*On average 24% of F1 race day fans were exposed to JW.