Johnie Walker mentoring program

Hello

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MENTORING 2018 Prepared by Brandnew

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Johnnie Walker

Manifesto

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Manifesto

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Johnnie Walker

Manifesto

Johnnie Walker is a brand with the big W and with the big history. For over 200 years it has been representing Scotch whisky traditions allowing people to enjoy its unique blended taste.

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Johnnie Walker

Manifesto

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But time goes by and the world changes. Just like Johnnie Walker does. And now it’s time for us to not only look back at history, but to create our own.

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Johnnie Walker

Manifesto

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Johnnie calls You to walk with him and become 
 part of a new history!

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Johnnie Walker

Manifesto

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w k l a W

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r e k l a W h t i

Mentoring

Johnnie Walker

Idea

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Johnnie Walker

Our approach We all know that millennials love to share content and since we are going to focus on that audience 
 we what to make that kind of an experience where integrate vivid moments in all of the three stages, 
 to encourage people to take a photo or film a video and share it on their Instagram accounts.

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Idea

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Johnnie Walker

What it is all about As part of the project Johnnie Walker creates a unique experience space in HORECA, where people can rediscover the essence 
 of whisky and become part of the new brand history via 
 interactive technology activities and immersive performance.

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STAGE 3

STAGE 2

STAGE 1

During the session there will be brand ambassadors who will accompany guests and involve them into the brand essence.

Idea

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Johnnie Walker

User journey The event lasts for 45 min and consists of 3 thematic stages (areas)

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Stage 1.

Get to know the history

Stage 2.

Get in touch with the history

Stage 3.

Become part of the new history

Get involved into a great story

Feel yourself in a unique space

Take a part of the brand with you

Idea

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Johnnie Walker app To integrate modern technology and become closer to our audience we create a special mobile application which will be an interactive guide and tool for guests during the mentoring. Link to install the app will be in the invitation letters to the participants.

What content will I get?

AR—Video/Photo—Information about the brand

Walk with Wa l ke r

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Johnnie Walker

Stage 1

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Stage 1

Get to know the history

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Johnnie Walker

Stage 1

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Johnnie Walker

The man who walked 
 around the world K e e p w a l k i n g

Get into the 1-st room and watch how a person become a worldwide brand.

How does it work: Via video on the display we immerse guests in the brand and tell its history. According to the content we can add scents, wind etc. to create the effect of presence.

Stage 2

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Stage 2

Get in touch with the history

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Johnnie Walker

Stage 2

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Since you’re now acquainted with Johnnie’s history in the 2-nd room it’s time to see it all in real life and be able to touch it and interact with the main points of the brand history.

Johnnie Walker

Stage 2

The Whisky What is the most important thing about any whisky brand? Obviously the whisky itself.

You will see the whole process of whisky making and be able to control it.

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How does it work: Via a sculpture of the whisky distillery which can be AR-scanned using the app. You will be able to see what is happening inside in each section and interact with the machine (add malts, water etc.)

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Johnnie Walker

Stage 2

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But to Johnnie Walker the shape of the bottle and the label isn’t any less important than the whisky itself.
 The legendary shape of the bottle and the angle of the label are the most recognisable features of the brand.

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Johnnie Walker

Stage 2

The original bottle Imagine that you can teleport from the bar into a ship on which our whisky was shipped to all of the continents. Feel the breeze, hear the sounds of bottles clinking, but not breaking.

How does it work: K e e p w a l k i n g

We will make a creative art object, which will show one of the most noticeable parts of the brand history — the shape of the bottle. A transparent box full of Johnnie Walker bottles will be swaying from side to side as if it was in a ship. When you scan the installation with you AR app you will get facts about the bottle shape and see a ship around the installation.

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Johnnie Walker

Stage 2

At exact 24° Find out the story of the perfect angle!

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How does it work: To explain the angle and the shape of the label we install a couple of podiums with a bottle, but without a sticker on it. When guest point smartphone on the bottle he see the history of the black label design and information about it in AR.

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Johnnie Walker

Stage 3

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Stage 3

Become part of the new history

Johnnie Walker

Stage 3

You went through all of the key points of Johnnie’s history and now it’s time to leave a mark yourself!

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Johnnie Walker

Close your eyes and imagine seeing how your brain reacts 
 to flavors and scents It may be quite different from what you thought

Stage 3

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A new flavor wheel?

Before blenders had to use the flavor wheel but now we can create a new neuro-flavor map, which will also be personalized.

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Johnnie Walker

Stage 3

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Johnnie Walker

Art of blending How does it work: Participants sit at tables with interactive panels wearing a special headset (neurohelmet). Next to them, there is a set of different blends. After smelling each flavor will be reflected on the screen by different color lines.

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*options: interactive table or tablets

Stage 3

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Johnnie Walker

Stage 3

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What does a brain reaction 
 to Black Label look like?

How about you try different blends of whisky and see how your brain will react to them? All those blends together make the legendary Black Label, so in the end you will see what emotions you brain experiences when you drink our whisky.

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Johnnie Walker

Stage 3

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What does a brain reaction 
 to Black Label look like?

How about you try different blends of whisky and see how your brain will react to them? All those blends together make the legendary Black Label, so in the end you will see what emotions you brain experiences when you drink our whisky.

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Johnnie Walker

Stage 3

Art of blending Take a vivid photo

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How does it work: Also in this area will be a booth in which you can take an interactive photo with the projections of your result on you.

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Johnnie Walker

Stage 3

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Johnnie Walker

Stage 3

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Johnnie Walker

How I become part of a history To support our visual and creative conception, we create different types of branded items options at the end of the event:

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• • • •

Personalized cocktails based on neuro data Merchandise Special shuber for a bottle Limited bottles with the participants’ data after the campaign

Bar zone After you finish your journey with Johnnie Walker and feel the emotions of the brand it’s time to taste it.

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Stage 3

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Post event After the event you can still use your app!

Every time you buy a Johnnie Walker whisky, you can scan it and get cocktails recipes/party invitations/ recommendation and if you scan it at a bar where Johnnie Walker is sold you will be able to order 
 a cocktail that is not on the menu!

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Johnnie Walker

Stage 3

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Johnnie Walker

Checkpoints of making shareable content

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Stage 1.

Stage 2.

Stage 3.

Special moment during the brand presentation.

Point from which you can take a selfie (with AR content)

Animated video with the neuro content.

photo/video

photo

boomerang/gif

Summary

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Johnnie Walker

Summary Stage 1.

Get to know the history

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Brand presentation on the screen

Stage 2.

Get in touch with the history

AR whisky making machine

Bottle installation

Label AR

Stage 3.

Become part of the new history

Neuro activity and photo zone

Personal merch

Stage 3

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Johnnie Walker

Simplified toolkit Each of the elements of the mentoring can work separately and be install in different bars according their area size.

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Screen

Interactive table*

Photo zone

*options: interactive table or tablets, there are also JW dishes on the table

Distiller

Bottle art object

Label AR

Product shelf

On-trade

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On-trade

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Johnnie Walker

On-trade

Walk a mile in Johnnie’s shoes We create an interactive zone near an alcohol section of the mall, where people can walk through two centuries of the brand history.

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How does it work: When you step on the track a video with the brand history on the screen launches. During the activity special cameras film you and after the experience you will receive a branded animated video on your e-mail. (CRM)

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Johnnie Walker

On-trade

Simplified version Simplified version has a smaller 
 size construction and less elements in it.

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Back side

Front side

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Johnnie Walker

GQ

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Brand integration

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Johnnie Walker

GQ

Brand zone Johnnie Walker will be integrated in the GQ Pre-Party and will have its own space with 
 a bar zone, DJ-stand and a creative photo zone.

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Johnnie Walker

GQ

Bar

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Johnnie Walker

GQ

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Johnnie Walker

Photo zone On the back side of the bar there is a creative photo zone with «live» elements on it.

Surface consists of many small moving panels with mirror effect.

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JOIN US ON OUR WALK!