Watch the first Johnnie Walker Ad that celebrates Mexican Progress

1. APPLICATION FORM<br />Award Category: Making marketing simpler award<br />Program / Project: Strides Bicentenary<br />Name (Group or individual): Ximena Castello, Jose Antonio Lie, Emilia Alonso, and Pedro Mendonca<br />Market / Cluster: Mexico<br />Context: 2010 was a very important year for Mexico since our people were celebrating 200 years of Independence & 100 years of Revolution; in few words Mexico was celebrating 200 years of progress. Because of this the Mexican team adapted the global “Strides” TVC into a Mexican version where the team dramatized 4 iconic moments that enabled Mexican consumers to progress: Independence, Revolution, The discovery of the TV in colors & recovering from one of the top 5 earthquakes in the world.<br />Detail of outcome achieved: Johnnie Walker achieved historic affinity rates by the end of November growing from 7pp (H1 F10) into 14pp (H1 F11) in NSE: 25-29 BC+ (Affinity levels are the same than the most iconic quality tequila brand: Tradicional). In 30-39 ABC+ NSE affinity increased from 11pp to 14pp by the end of November. KBB penetration increased from 20 to 22p in Black Label target while in middle class target the brand achieved its highest KBB national rate Objective: Increase in 30% KBB statement and 30% affinity statement vs H1 F10 as measured by BTS by the end of DecemberBrief description of the activity: During F09 & F10 the GBT developed “Strides”. A successful global campaign where JW dramatize the most iconic moments of humanity enabling world´s progress.The results were very positive in Mexico since it was very easy to associate the iconic moments of progress of the world. The next FY “Giants” was launched but Mexico didn´t implement it. The team believed there was a bigger opportunity using the “create & reapply” model creating a Strides Bicentenary TVC reapplying it from the global Strides TVC.Because of this we produced a TVC commercial from scratch along with famous director: Enrique Gruener (film director of several Mexican movies) 100% Mexican advertising developmentThe task was difficult since we had nothing in stock reason why we decided to film 100% of the Ad.We filmed in Cuautla (only Mexican city where we were able to film a train moving) and the second day in a set.The most difficult scene is the last one where the character walks from an earthquake into a metropolitan city since the back of the “new” city was not filmed but was a fixed photo. Taking advantage of the key connection moment for the Mexican Nation September 16 was the most important day of the whole year since Mexican president calls to the whole nation to celebrate the independence and to inspire Mexicans to feel proud remembering the heroes that gave us a nation, remembering the heroes that inspired others to fight for what is was right. He gives a very emotional speech around 11pm where he remembers the importance of that day: The same day where 200 years ago everything began when some Mexicans gave their first step for a better nation, the first step of Mexican progress. After the president gave his speech Johnnie Walker aired its TVC (in national open TV) inspiring consumers to progress in life dramatizing the most important moments that turned Mexico into the country we all love..We aired + 900 TRP´s in 4 months achieving +45% reach. We also impacted + 1.5MM consumers in cinema in order to maximize the most of the creativity.Attached find the TVCDetail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th<br />