DIAGEO McDowell Football Frenzy Activation

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  Objectives

  • Leverage on the World cup & activation to strengthen brand equity
  • Achieve set volume of 6,000 consumer samples and data captures.
  • Recruit new consumers and maintain loyalty of the diageo Mcdowell whiskey brand.


  Solutions

  • Activate a McDowell “Football Friendzy” World cup Activation. (20 days)
  • 20 matches viewing experience at 20 select POP
  • Product sampling with heavy branding at POP
  • Arm Chair analysis
  • Predict & Win/Reward 


Results

  • 20 Major Bars with footfalls of over 250 consumers.
  •  Activated to view 20 selected matches for the world cup
  • 5244 consumers sampled, 7030 consumers exposed
  • 1,120 Mcdowell whiskey bottles sold across all SKU’s
  • 61 winners for the predict and win

mcdowell platinum whisky launch

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  Objectives

  • Unveiling the new inclusion to the Diageo McDowell offering in Nigeria – PLATINUM 
  • Reinforce the message of Platinum Whiskey to consumers
  • Build strong brand PR around the launch
  • Reinforce McDowell Whiskey superior blend of whiskey to consumers relevant to its usage 

  Solutions

  • Consumer/KD Launch for 200 guest
  • State of the art event ambience
  • Music by Patoranking and Black Magic
  • MC – Andre Blaze
  • Dance performance – Da threat

Results

  • 15 media representative were in attendance
  • 300 consumers /stakeholders/distributors
  • State of the art ambience launch
  • Interviews were conducted on the brand team
  • 1 month post event mention in all major media channels
  • Electronic, digital and print media utilized

mcdowell whiskey t-160 outlets electrical lights deployment

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Agency Task 

  • Deploy McDowell collateral to POS outlets in Lagos, Benin & Ibadan.
  • 2 units of electrical light boxes per outlet
  • 160 outlets in all.
  • Manage the interface as it concern the selected bars

Results

  • 160 outlets installed with 2 units of light boxes each  
  • 30 outlets in Ibadan 
  • 30 outlets in Benin 100 outlets in Lagos
  • All connections were built into the security lighting system for all the outlet 
  • This ensures that when the outlet is on, our boxes are also on. 

Observations  

  • Most outlets requested for some PR of some sought
  • Agency utilized her relationship with most of the outlets to use only products as means of PR to outlet owners. 
  • Some outlets claim that government agents approach them to request for levies on the materials erected, hence require we install within the premises
  • Some outlet will insist on where they wish agency to erect the light box claiming they have an approved layout for installations