DIAGEO: JOHNNIE WALKER BLACK LABEL, OPEN DOOR, ZOUKOUT
Asia’s biggest beachfront festival x Johnnie Walker’s most popular whisky
Client: Diageo · Johnnie Walker Black Label
Scope: Creative · Technology · Production
INVOLVE Score
THE Challenge
Activate Johnnie Walker at ZoukOut and convert festival energy into brand engagement for young professionals, influencers and music lovers.
THE CONcept
An interactive experiential space inside ZoukOut celebrating individuality and self-expression. Designed to be photogenic, gamified, and worth queueing for.
THE EXPERIENCE
A 40m × 6m Johnnie Walker bar with 20 service points, with a neon flavour tunnel.
A 15m extension to the bar housing the JW Lounge and experiential zone for VIP-access only.
Stylised photo opportunities
Beat the beats gaming zone with gamification mechanics
Limited-edition merchandise drops.
A nationwide lucky-draw mechanic for VIP and GA festival tickets, driving off-festival retail engagement to JW Black and Gold Label to supermarket chains, on-trade outlets and an e-commerce platform.
THE Results
1,200+ guests engaged across the activation over two days.
1,600 branded gifts redeemed.
Strong social sharing and audience participation throughout.
INVOLVE® ELEMENTS
Festivals are pure attention competition. Earning a memory there means going beyond attention grabbing, to deliver emotion driving spaces in which to connect. If you would like to understand how to design spaces for consumers to connect with your brand.
