ignis - Jameson Be Original

How could Jameson, the worlds’ best-selling Irish Whiskey, make the most of St Patrick’s Day in WorldWide Duty Free and drive consumer engagement around their #BeOriginal campaign?

the challenge:

How could Jameson, the worlds’ best-selling Irish Whiskey, make the most of St Patrick’s Day in WorldWide Duty Free and drive consumer engagement around their #BeOriginal campaign?

the spark:

We encouraged passengers to express their own individuality in the lead up to St. Patrick’s Day in order to amplify Jameson’s credentials as a true Dublin original. We decided to create a unique experience in which to celebrate the event, the excitement of travel and the brand’s authentic Irish attitude….and with not a shamrock hat in sight.

the connection: 

 We invited Gatwick travellers to #BeOriginal in our bespoke 360 photo booth for a chance to win an authentic St Patrick’s Day experience in Dublin. Custom built tech that linked the photo booth to the display screens in Gatwick airport meant that whenever a photo was taken it was streamed live to everyone in departures, so they could share in participants’ Original moments

The all-expenses paid trip to Dublin was documented by our winners, and their adventures were utilised by the brand to create engaging content with a really emotive story at the heart of it. For WWDF in particular, this activation was an example of a brand moving away from a price and promotion focussed strategy and engaging with their audience on a fun exciting and emotional level.

the results:

emotional level. Seen by 150,000 passengers over 4 days

+39% sales uplift vs previous year

over 1,000 organic YouTube views in 1st 24hrs

ignis are an award winning brand experience agency who are members of the MAAG who in turn represent the independent agency community. To learn more about ignis type "ignis" in the search bar or visit http://www.ignis.co.uk/


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MAAG - Independent Agency Community

The Marketing Agencies Action Group (MAAG) is the UK’s trade association that represents entrepreneurial and independent marketing agencies. We are a growing community of those marketing agencies that are independent in culture and entrepreneurial in spirit resulting in the creation of some of the most transformative, innovative and inspirational communication campaigns for the world's biggest brands.

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