Tommy's talk on 'Do We Deserve Your Attention' at Social Media Week, London.

1. 1
DO WE
DESERVE YOUR
ATTENTION?
(c) 2019: This is Tommy Ltd.

2. OUR MODEL
FOCUSES ON
EARNING YOUR
ATTENT!ON
(c) 2019: This is Tommy Ltd.

3. THE
ATTENT!ON
ECONOMY.
3(c) 2019: This is Tommy Ltd.

4. IT’S AN EPIC BATTLE FOR
YOUR EYES AND EARS.
(c) 2019: This is Tommy Ltd.

5. NEVER
ENDING.
(c) 2019: This is Tommy Ltd.

6. LESS SPAN…
…MORE MUSCLE
(c) 2019: This is Tommy Ltd.

7. XXX
xxxx.
PAST ANYTHING THAT DOESN’T INTEREST YOU.
SKIP, SCROLL, SWIPE
(c) 2019: This is Tommy Ltd.

8. ARE WE ZONING
PEOPLE OUT 👀
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9. LACKING IMAGINATION
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10. TRAPPED IN TIME?
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11. PUSH VS PULL
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12. TRAPPED IN YOUR EQUITIES
(c) 2019: This is Tommy Ltd.

13. IF YOU CAN SWAP IT, DROP IT
(c) 2019: This is Tommy Ltd.

14. IS THIS IDENTIFIABLY
YOU
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15. DOES THIS WORK
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16. IS THIS YOUR JOB DONE
Social calendar - Chinese NY - tick
Spread food over the table - tick
Bottle in the middle -tick.. job done?
(c) 2019: This is Tommy Ltd.

17. REFRAMING
THE WHISKY
CONVERSATION.
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18. (c) 2019: This is Tommy Ltd.

19. (c) 2019: This is Tommy Ltd.

20. KEY
STRATEGIES.
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21. DISTINCT
DIGITAL BRAND
WORLDS.
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22. BEYOND
THE AV
EDIT.
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23. DISTINCTLY
NOT
MAGNUM
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24. YOUR
WIMBLEDON
MOMENT
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25. IMPACT:
NARRATIVE
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26. HIJACK THE
SCROLL.
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27. CLICK-BAIT
CAROUSELS.
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28. HACK THE UI.
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29. FIRST FRAME
STRATEGIES.
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30. FRAME A
CONVERSATION.
(c) 2019: This is Tommy Ltd.

31. 75:25 RULE.
(c) 2019: This is Tommy Ltd.

32. YOU
COMPLETE
THE PICTURE.
(c) 2019: This is Tommy Ltd.

33. EXPLOIT THE
BRAIN’S
WISH TO
FIND A
PATTERN.
(c) 2019: This is Tommy Ltd.

34. MAKE THEM
MAKE A
CONNECTION.
(c) 2019: This is Tommy Ltd.

35. AT THE RIGHT
MOMENT
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36. GAMIFY YOUR
ADVERTISING.
(c) 2019: This is Tommy Ltd.

37. PLACE THEM
IN AN ACTIVE
ROLE.
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38. TAP INTO THE
DESIRE TO
CONTROL.
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39. ME MOMENTS.
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40. BECOME PART OF
THE PICTURE.
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41. TO
SUMMARISE.
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42. Impact: Narrative
Interaction
Shareable (ME)
Distinctly you
Memorable
75:25 Rule
(c) 2019: This is Tommy Ltd.

43. XXXXX
THE FUTURE OF
WHISKY.
(c) 2019: This is Tommy Ltd.

44. UNIQUE HUMAN + TECHNOLOGY STORY
Much growth driven by social cachet
surrounding Scotch,
BUT also suffers old fashioned perceptions
Shift from white to dark spirits
BUT other dark spirits more accessible
and more contemporary relevance.
Opportunity to connect with increasingly
sophisticated, confident new tech audience
looking to try something more unusual,
more interesting, more complex
Peated single malt is fast growing and premium sub segment:
WHY WE CREATED AILSA BAY
+ =
(c) 2019: This is Tommy Ltd.

45. THE AUDIENCE
UK
6.6M
(14%)
‘STEM CREATIVES’ (1%) and ‘TECH EXPLORERS (9%)
AU
2.5M
(13%)
FR
4.6M
(10%)
TW
2.5M
(14%)
(c) 2019: This is Tommy Ltd.

46. OUR DISTILLERY
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47. LIVE DATA FEEDS
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48. INTRODUCING
AILSA BAY
The most technologically advanced whisky in the World
(c) 2019: This is Tommy Ltd.

49. A unique peated single malt from the
world’s most technologically
advanced distillery
1.0
We use data to control the nature of our
liquid resulting in precision distilled 022
parts peat and 019 parts sweet
2.0
Then micro matured to a perfect
balance of smoky sweet perfection.
3.0
The perfect story of craft and code, data and distilling.
(c) 2019: This is Tommy Ltd.

50. WHISKY HACKED
DISTILLED WITH CRAFT, REFINED BY CODE
(c) 2019: This is Tommy Ltd.

51. THE CHALLENGE
How do we drive awareness of this unorthodox industry disruptive offering?
How do we sell a radical whisky that doesn’t look like other whiskies?
How do we best reach our target consumer?
How do we telegraphically translate our modern and rule breaking positioning?
(c) 2019: This is Tommy Ltd.

52. THE SOLUTION
By GRABBING their attention
By Disrupting FIRST FRAME
Distinct brand world
Through gamification
Exploiting the senses
Amplifying through partnerships etc.
Geo targeting
UNIQUE HUMAN + TECHNOLOGY STORY
(c) 2019: This is Tommy Ltd.

53. THE WORK
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54. (c) 2019: This is Tommy Ltd.

55. DISTINCT DIGITAL
BRAND WORLD
(c) 2019: This is Tommy Ltd.

56. FIRST FRAME STRATEGY
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57. GAMIFY
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58. RETHINK THE POUR
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59. CLICK-BAIT CAROUSELS
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60. INVITE PARTICIPATION
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61. THE RESULTS
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62. THE RESULTS
Campaign far exceeded industry benchmarks:
Record KPI’s achieved due to strength of creative
Very high CTR and completion rates
Volumes doubling year on year
Global demand for rollout – domestically and in GTR…
Ailsa Bay is going global...
3 original test markets 2018, 3 new ones 2019, GTR and Dom expansion 2020
(c) 2019: This is Tommy Ltd.

63. 3 X
1 / Single Malt category winner
2 / Best Scotch Lowlands Single Malt
3 / Best relaunch design
WORLD WHISKIES
AWARDS 2019
UNIQUE HUMAN + TECHNOLOGY STORY
(c) 2019: This is Tommy Ltd.

64. TO
SUMMARISE.
(c) 2019: This is Tommy Ltd.

65. IN THE EPIC
BATTLE
FOR OUR
EYES & EARS
(c) 2019: This is Tommy Ltd.

66. DO WE
DESERVE
YOUR
ATTENTION
(c) 2019: This is Tommy Ltd.

67. MARCUS FOLEY
CO-FOUNDER TOMMY
E. marcus@thisistommy.com
w. thisistommy.com
THANK YOU
(c) 2019: This is Tommy Ltd.