DIAGEO McDowell Football Frenzy Activation

  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

  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

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