Auto racing, bullfighting, and mountain climbing are the ... - WPP.com

“2012 WAS A STRONG YEAR FOR JOHNNIE WALKER. THECLIENT’S TAILORED PROGRAM ASSETS ENABLED US TOCREATE FRESH, COMPELLING CONTENT AND EXPERIENCESFOR TARGET CONSUMERS.”In 2012, Johnnie Walker continued to drive itsassociation with the style and sophistication ofFormula 1 and its partnership with VodafoneMcLaren Mercedes. Linking two iconic brands,we worked with Johnnie Walker to furtherenhance its global activation program StepInside the Circuit.Walker Responsible Drinking AmbassadorMika Häkkinen in key regions to engageconsumers and stakeholders. The ResponsibleDrinking campaign, Join the Pact, was alsoboosted by events such as the World’s MostPowerful Signature driving stunt with LewisHamilton.Designed to reach consumers on global, regional The numbers speak to the success of theand local levels, the campaign offers unrivaled program; 121 million broadcast impressions,access to the glamorous lifestyles of Jensonand 190,000 online impressions for StepButton and Lewis Hamilton. The aim was toInside the Circuit, complemented by pushinginspire, engage and reward consumers through closer to 1 million signatures for the Join theintegrated channels such as behind-the-scenes Pact campaign.digital broadcast content and once-in-alifetimeevents, where winners could experience LEFT: Johnnie Walkerthe true meaning of Step Inside the Circuit.branding on the McLaren33Complementing Step Inside the Circuit, weMP4-27 wing mirrorchampioned the brand’s Responsible DrinkingABOVE LEFT: Lewisprogram through innovative activations thatHamilton’s Johnniedelivered key messages to consumers.Walker brandedhelmet visorEvents in Monaco and Singapore perfectlyencapsulated the glamour of Johnnie Walker.ABOVE RIGHT: JohnnieWe helped to manage and showcase the brand’s Walker leverages itsassets through multiple channels. Broadcastassets through socialepisodes released just before the race weekend mediadrove awareness on a global scale, whileconsumers from different markets were brought QUOTE: Matttogether and given unique and luxurious F1Dennington, Accountexperiences. We also worked with Johnnie Director, JMI