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C-2016 - s3462267

Mai Tran Ngoc

- s3618956

Group 3

Linh Nguyen Thi Nhat

Phuong Pham Ngoc Bao - s3618918 Thu Doan Trinh Kim

- s3515568

Vy Phan Nhat

- s3409563

JOHNNIE WALKER BLUE LABEL

CASE STUDY REPORT Introduction to Public Relations – COMM2374

Table of Contents 1.

INTRODUCTION...................................................................................................................... 2

2.

STRATEGY............................................................................................................................... 2 2.1

Research............................................................................................................................. 2

2.1.1

Problems..................................................................................................................... 2

2.1.2

Opportunities............................................................................................................... 3

2.2

Goals and Objectives........................................................................................................... 3

2.2.1

Goals........................................................................................................................... 3

2.2.2

Objectives.................................................................................................................... 4

2.3

Target Public....................................................................................................................... 4

2.3.1

Distinguishable............................................................................................................ 4

2.3.2

Important..................................................................................................................... 4

2.4

Key Message....................................................................................................................... 4

2.5

Strategy Statement............................................................................................................... 4

2.6

Tactics................................................................................................................................ 5

2.7

Evaluation........................................................................................................................... 5

3.

THEORY................................................................................................................................... 6

4.

MEDIA RELATIONS................................................................................................................. 8 4.1

Media Channels................................................................................................................... 8

4.2

Media Relations................................................................................................................. 10

5.

RECOMMENDATIONS........................................................................................................... 10

6.

SUMMARY.............................................................................................................................. 12

7.

REFERENCE LIST................................................................................................................... 13

8.

APPENDIXES.......................................................................................................................... 15

1. INTRODUCTION Johnnie Walker Blue Label is one of the most prestigious Johnnie Walker Scotch whisky that was first established in Kilmarnock, Ayrshire, Scotland by Diageo. Taking the advantage of growing demand for luxury goods from its long period of decline, the "A gentleman's wager» campaign was launched in 2014, aiming to repositioned it as a world new luxury. As pricing each bottle at $250 USD, Johnnie Walker particularly targets high-class people who perceive time as the greatest luxury, as well as media who will mainly influence its target audience. To successfully run the campaign, Johnnie Walker focused on developing strategies that was based mainly on media sites with attractive contents to attract viewers’ attention and generate world-of-mouth effect at the same time. In particular, it utilized social media (YouTube, Facebook and Twitter) and offline events as great PR tools, which all drove people’s attention to interactive websites. Additionally, according to Michael Lynn (2011), to fully achieve great affect as well as eliminating maximum risk, it is required to deeply understand company’s target audience. In fact, "A gentleman's wager" campaign was specifically designed to closely relate to luxury customers lifestyle and their interaction with social network. Thus, Johnnie Walker had achieved impressive outcomes as a global viral video. As the result, the company succeed in raising sales volume, brand awareness and close relationship between the brand and its target customers.

2. STRATEGY 2.1 Research 2.1.1 Problems Having a research on problems and opportunities plays an important role to each brand. Research is an essential thing, which contribute the success of company. Firstly, in the world of scotch, there are many luxury brands such as Chivas Hennessy, Remy Martin and so on. In reality, Johnnie Walker became old fashion

and they have many issues to be improved. Additionally, main competitor of Johnnie Walker is Chivas Regal. Secondly, the problem of Johnnie Walker is about advertising tools. Nowadays, technology has developed strongly but Johnnie Walk did not know how to use social network effectively to promote their brand. According to Ernest Thompson (2014), they use media tool via posting advertising post on twitter but in reality, they did not mention about the brand much. They only talk about the film, which has the man drinking Johnnie Walker scene. Moreover, they did not use hashtag #thegentlementwager and this is the main reason why it is hard to reach the target. 2.1.2 Opportunities In Vietnamese’s culture, people tend to give meaningful presents to each other especially on Tet holiday or special occasions. Thus, Johnnie Walker is the one of good choices for people to give to their business partner or family.  Push product consumption on special day.  Engage more customers to buy their product.  Extend their brand into the world.  Best spirit in customers’ mind. 2.2 Goals and Objectives 2.2.1 Goals Setting goals for a brand is important and essential because it solves unimproved sides and finds the way to be successful. The first goal that Johnnie Walker wants to achieve is to make the brand become premium whisky in the world of new luxury. Generate profit buy increasing sale volume is also an important goal for any businesses, which contribute to build significant position in customers’

perception towards the company. According to case study, the next goal is reaching more target audiences in each market. 2.2.2 Objectives In order to make Johnnie Walker Blue Label become a luxury brand thus increase the sales, they pointed out actions that they have to do:  More than 100,000 shares of “A gentleman’s wager” before the end of the year.  Build a luxury brand to the world in the next 2 years  Increase sale at least by 20% in Australia and India. 2.3 Target Public 2.3.1 Distinguishable Businesspeople and executive professionals from the upper middle and upper class. 2.3.2 Important Target market is one of factors, which contribute to the success of company. In Fact, Johnnie Walker is not only a luxury brand but also an icon in jet set. Upper class segment is the main target market of Johnnie Walker. 2.4 Key Message Johnnie Walker launched “A gentleman’s wager” campaign to send a key message that challenging yourself to gain more interesting experience. 2.5 Strategy Statement In modern life nowadays, Johnnie Walker used many tactics to make this brand become a luxury brand again after financial crisis. Firstly, the trend of storytelling has been increasing in the world, so they made “A gentleman’s wager I” film to engage more customers. Then, they used Facebook and Twitter for people to update their news. Finally, they introduced their film by opening Blue Label events and in Venice Film Festival in Italy so that people in the world could know them.

Therefore, many businessman or upper class can notice them as a good liquor brand because their target audience is upper class. 2.6 Tactics I nag e nt l e ma n' swa g e rc a mp a i g n,J ohn ni eWa l ke rus e dma n yt a c t i c s ,wh i c hi n c l u de me di at o ol s ,a ndme d i ac ha n ne lt oe n ga g ewi t hc us t o me r sa ndl i f tt he i rbr a n d b e c omeal ux ur ybr a n d.Tobemo r es pe c i fic ,i nme di ac ha nne l ,t he yus es o c i a l n e t wo r ks uc ha sYo ut u be ,Fa c e bo oka ndT wi t t e ra n ds pe c i a l l yYo ut u bet oe n g a g e a ndc ommun i c a t ewi t hc u s t o me r s .Abo utme di at ool s ,onl i net oo l sa ndo ffli net oo l s a r eu s e f ult o ol sf ort hi sc a mpa i g n.Ono n eha n d,i non l i net oo l s ,t h e yr e l e a s e dafil m o n Yo ut u be s ot h a tt he yc o ul ds e n d a me s s a g et oc us t o me r s( ap pe n di x 1) . Mo r e o v e r ,t he yup da t e dt he i ri n f or ma t i ononbo t hFa c e boo ka ndTwi t t e r .Ont he o t h e rh a n d,i no ffli net oo l s ,J oh nni eWa l k e rc e l e br a t e de v e n t st oi n t r odu c et he i rfil m t oc us t ome r s . The r e a s on wh yJ o hnn i e Wa l k e rc hos e me di ac ommun i c a t i on c h a nn e li s a c c or d a nc ewi t hTheTi me s( 201 5) ,t het r e ndofc omme r c i a ls ho r tmo vi e sha sb e e n i nc r e a s i n ga nda c c o r di n gt oSt a t i s t a( 20 16) ,i nUS A,t h e r ea r ea bo ut78 % Ame r i c a n p e op l eu s es oc i a lne t wo r k.An dt h e r ea r ea bou t317mi l l i o nu s e r sus eTwi t t e re v e r y mont h,i ti se a s yt ou nde r s t a ndt ha twh yJ ohn ni eWa l ke rc hoo s eT wi t t e rc ha nne lt o p r omo t et he i rpr odu c t .The r e f o r e ,c h oos i n gt he s eme di ac ha n ne l si sag oo dt a c t i c s f orJ oh nni eWa l ke r . Forme di at ool s ,t he yu s eYo ut u be ,Fa c e bo oka ndT wi t t e ra son l i net oo l s .Thi s me s s a g eh a sr e a c h e dt hep e op l e ’ se n g a g e me nt ,s ot hi sma k e sp e o pl ewa ntt os ha r e t hevi d e oo nFa c e bo okorTwi t t e ra n dt he yc a nc omme nta n y t hi n ga bou tt hi ss ho r t fil m.Fi na l l y ,t hee ffe c t i v eme di at oo lt h a tt he yc h o os et ou s ei soffli net o ol .The y c e l e b r a t e de v e n t st op r omot et he i rs hor tfil mi nI n d i aa nde s pe c i a l l yi nVe n i c eFi l m Fe s t i v a li nI t a l y .Thi si sagr e a topp or t u ni t yt oi nt r odu c et he i rfil mt ot hewor l d .

2.7 Evaluation According to case study, after this campaign, Johnnie Walker succeeded although they still have some mistakes:  On Youtube, there were about 120,000 shares “A gentleman’s wager”. Thus, on 11 August, their video was the top position on the Mashable Viral Video Chart .  Became the new luxury brand in the world and the digital share of voice increased from 1.6% to 58.9%.  Attracted attention from internal and external PR.  From August to October, the sale of Johnnie Walker Label increased significantly: Australia sales: +48% and India sales: +25%. Based on the achievement above, they show that their strategy was successful so that they could completely achieve their goal.

3. THEORY According to the Grunig and Hunt’s four PR models, two - way asymmetrical was defined as a scientific persuasion tactic where organisation researched thoroughly the public interest, then used those information creating the most ‘scientific’ influential persuasive tools to change the public’s idea, attitude and behaviors toward the organisation’s targeted objects (Black 2014, p. 20-21). Based on the theory, it was obvious that Johnnie Walker has applied the two-way asymmetrical model into the “A gentleman's wager” viral campaign to promote the Blue Label as the premium Whisky for the World of new luxury. To demonstrate, before processing the campaign, the PR experts had meticulously research the wine market, target audience's' definition about old and new luxury concept and universal cultural factors which could effectively influence the audience’s mind so that they would generate the most impacting PR tools to persuade the target public believe in the organisation’s message. In detail, there were three points proving that

Johnnie Walker had applied two-way asymmetrical model for this campaign. First, the public relation team has carefully analysed the concept of “New Luxury” so they could create a clear key message which gave them direction to plan and proceed the campaign effectively. This action indicated the company has scrutinized how the target audience defined the new and old luxury concept. In addition, the team not only analysed target audience but also researched the universal cultural factors which could attract the audiences as well as influence their attitude and behavior. As the result of the research, the team recognized that celebrity, dance and New luxury’s key identified characteristic were the three significant factors in attracting and positioning Johnnie Walker Blue Label as New luxury Whisky icon. Secondly, based on the research information, the team has designed a viral campaign where would imprint “Blue Label” as an icon of new luxury in the target audience’s mind. For example, the team has decided to invite Jude Law, an universal appeal who beloved by both men and women as key model figure for this campaign because his fame would attract numerous of people from over the world; and he was also the classy gentleman model figure. Finally, the creative approach was used to convey the message ‘The Johnnie Walker Blue Label is an icon of new luxury to the audiences has proved how the company cleverly persuade the people believe in its message. Instead of creating an advertising which would have little impact to the audience since public’s attitude toward advertising was majorly skeptical as it was bias one way communication (Fransen et al. 2015, p. 6-7), the team decide to shoot a short film, which was considered as a powerful influence tool in affecting people's idea and behaviors, consisted three key elements which made the audiences’ feeling be more enjoyable and unconsciously accept the key message that Johnnie Walker conveying to them. Besides, in order to make it look like a real movie, the company marketed the campaign as a new movie launching tactic. For example, the films casted famous Hollywood celebrities and edited as a real movies with credit list at the end of the

show; the posters were designed under ‘coming soon’ movie poster style. Especially, the company also premiered the film in the cinemas of Soho House Network; and screened in Venice Film Festival. Because, the whole campaign proceed under launching a movie structure, the audiences were more enjoy with the campaign and easier to be persuaded. Beside the two-way asymmetrical model, social learning theory was also applied in the “A gentleman's wager” campaign. Literally, Social learning theory was defined as individuals’ behaviors were form through observing, imitating and modeling from behaviors, attitude and emotions reaction and took place in social context (Tench & Yeomans 2006). To illustrate, celebrities were recognized as the social role model that most people would look up to; Thus celebrities endorsement was always one of the most favorable tool in PR since it was able to attract public (Bhargava 2015). Therefore, Jude Law, an universal appeal, a gentleman representer combined with the great storyline focusing on the life experience of a classic, sexy and rich gentleman through a wager would be able to generate great influence to the audiences’ idea about Blue Label as the new world of luxury icon. Besides, the corporation with Mr. Porter, a popular retail fashion style for gentlemen has enhancing the premium position of Blue Label in the wine market as well as to the new luxury concept. More importantly the use of Youtube and Unruly, the two popular social video channel would not only enable the global branding target of company by spreading the film worldwide, but also stamp the new luxury label of the whisky universally since the more people accept the new luxury label of the whisky the more official the Blue Label targeted position was in wine market. To conclude, all of those tactics were used to convince the target audiences that Johnnie Walker Blue Label was the icon of the new world of luxury.

4. MEDIA RELATIONS 4.1 Media Channels According to Silver-Canadian Advertising Success Stories (2016), Youtube was a main media channel, which used by Johnnie Walker to run a large global marketing campaign for their Blue Label “The Gentleman’s Wager” with two renowned actors – Jude Law and Giancarlo Giannini. This new-ad-cum short film online was set in London and British Virgin Islands with a beautiful white yacht, that tells a story about the wager between these two man was seeking and striving for individual progress, despite they steeped in affluence and profligacy. In this video, Law was in a role of a man, who suggested a bet as a chance to challenged himself to undergo genuinely rare experiences. It can be seen that instead of showing the liquor brand too much as an advertisement in the 6:30 minute short video, it is a message for a lifestyle to strive for with the tagline “Joy Will Take You Further. Keep Walking”. This viral ad campaign conveyed joy and patience are two crucial key to making people’s progress and gaining in their lives (Schultz, 2015). Furthermore, the audiences do not watch it once, they are able to watch it twice or more because of the fun and uniqueness from the film. In addition, Unruly Media Players also was used for the campaign of Johnnie Walker to not only created better ad experiences for clients, but also ameliorated brand outcomes and raised revenues for both advertisers and publishers. On the other hands, Johnnie Walker also used Twitter on this campaign. Nevertheless, there was a problem with one tweet sent out that included no significant hashtag or some tweets of other people’s contents (appendix 2). As a consequence, the way of using Twitter as a media channel was not too much effective, there was little mentioned information about the campaign on this page (Thompson, 2014). Accordance with Long (2014), to further draw attention to the lifestyle tie-in, Johnnie Walker Blue’s campaign has collaborated with an online men’s clothing

site Mr.Porter to produce aspirational trademark leisure campaign. It was easy for customers to be linked to the campaign page for the video when they see the advent of a pop-up along the top of video. This film was targeting to a very particular spectators – the gentleman, hence they can buy clothes, shoes, sunglasses and watches like two movie stars. 4.2 Media Relations Firstly, Johnnie Walker held a launch event for Blue Label called “Blue Evening” and presented its short film “The Gentleman’s Wager” at Palladium Hotel in Mumbai, India on 7th August, which saw the appearance of author Chetan Bhagat along with two actors Irrfan Khan and Anil Kapoor (appendix 3). The showing of short film not only consolidated the spirit of brand, but also enhanced unique and rare experiences to clients through creative platform (Event Faqs, 2014). Secondly, on 27th August 2014, actor Jude Law was on hand to celebrate the screening film of Blue Label throughout Venice Film Festival in Italy (The Fashionisto, 2014)....