PROJECT YODA
Guinness Nigeria wanted to run an activation for Johnnie Walker brands during father’s day weekend instore. The three day activation was focused on 3 of the brand’s variations (Black Label, Blue label, JW Aged 18).
TENSION
Guinness Nigeria aims to grow awareness an it’s mainstream spirits brands and encourage bar patrons to try these brands at their favorite bars and to also make purchase in store.
SOLUTION
The YODA activation was carried out in 271 outlets Pan Nigeria for 6 weeks. The idea was to carry out of brand engagement and communication with the aid of BAs and incentives, to recruit induce trials and sampling and convert beer drinkers to spirit drinkers.
OBJECTIVES
- To show consumers how to drink spirits especially at the beer bars
- To drive trials, and propel purchase of the spirit brands (MrDowells whiskey, Smirnoff X1 Vodka & Gordon’s Moringa)
- To increase consumption and sales of the spirit brands
LOCATION
Lagos, East, West, North Central
Activation Period
Dec 14th – Feb 16th 2019
JOHNNY WALKER
AGENCY TASK
Run an activation for Johnnie Walker brands during father’s day weekend instore. The three day activation was focused on 3 of the brand’s variations (Black Label, Blue label, JW Aged 18) took place simultaneously across 6 outlets in Lagos.
MECHANICS
The sales activation was crafted in a way where TG Shoppers were rewarded with a gift set or a clipper bag etc. when they made purchase of any of the focus brands. Brand Ambassadors were kept in each outlet to promote sales to celebrate fathers day.
KPIs
Deploy 1 Female BA each in store to drive consumer engagement and sales
BAs where dressed in branded white walker dress
Engage consumers and achieve a daily sales target of 20 bottles per store across the Johnnie walker black label , blue label and aged18 variants for a period of 3 days
LOCATION
6 Modern Trade Outlets in Lagos
Date – 14th – 16th June, 2019
