JOHNNIE WALKER STEP INSIDE THE CIRCUIT
How do you leverage Johnnie Walker’s relationship with F1 to change perception of their brand, so that it’s seen as stylish, sophisticated and premium amongst their target audience?
The Extraordinary Idea: Make Johnnie Walker own the F1 lifestyle. ‘Step Inside The Circuit’ is a unique opportunity to go behind the scenes and truly experience the exclusive world of F1. Research showed that only ‘petrol heads’ are really interested in the cars, engines and technicalities of the sport. So we invited consumers to go deeper, and share and participate in the F1 lifestyle with Lewis Hamilton, Jenson Button and the McLaren Mercedes F1 Team.
Doubled affinity to Johnnie Walker brand in 18 months. With no direct media spend on tv distribution, SITC content has reached over 170m viewers — equivalent to £41m in media value.