The challenge was to build brand relevance and educate consumers on the whisky category in a non-standard way, in a market with very limited communication possibilities due to market restrictions reg. dark market.
Ballantine’s Stories from the Barrel
In October, Ballantine’s launched Stories from the Barrel – an online serial with whisky as the main character. MSL Poland was tasked with building the campaign relevance among media. In order to do so, MSL Poland created tailor-made communication targeted to different media types.
MSL Poland used a produced serial, with whisky as the main character, and as a media trigger to communicate the brand. To help drive the campaign among consumers we sourced relevant media partners (top movie portal), that fed consumers with diversified content. The week before campaign launch, MSL secured an exclusive on top Polish gossip portal regarding the cast starring in the serial. It was followed by an official screening of the serial for media, which took place in a cinema. Activating on several fronts enabled MSL to build a variety of quality content in media.
Over 120 publications with 88M campaign reach in just 3 months of the campaign.