We use cookies to ensure that we provide you with the best experience on our site. To learn more about how they are used please view our Cookie Policy.
If you continue to browse our website we will assume that you are happy to receive cookies. However, click here if you would like to change your cookie settings. [X]
  • Step Inside

Step Inside The Circuit

Client: Diageo
Brand: Johnnie Walker


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.

Your session will expire in xx.xx
Continue or Log Out