GOLD
Breaking Through the Boundaries of Magazine
To better its previous year’s volume growth by 4% in the key pre-Christmas period, Johnnie Walker had to turn occasional drinkers of its whiskies into regulars.
Rather than pursue a national campaign, the distiller decided to focus on the lucrative but underdeveloped market for scotch in Calgary. To communicate the brand’s positioning with the city’s business elite, the campaign used CalgaryInc magazine’s “Business Person of the Year” issue and its eventual winner, telecom and cable tycoon Jim Shaw. The strategy was to connect the idea of personal progress with the magazine’s aspirational content.
The media execution used a unique overcover. Johnnie Walker’s Striding Man began as a back-cover ad, breaking into the front page-a position not for sale-showing his foot. The Striding Man also broke through the lines of the magazine’s functioning barcode with the tagline “Keep Walking.” On the inside of the cover wrap, the Striding Man breaks through the staples binding the magazine together.
As part of an integrated campaign, Johnnie Walker Black Label grew 19% in Alberta and super premium sales increased 258% in November 2007 versus the same month a year earlier.
AGENCY: Starcom Worldwide, Toronto
TITLE: Breaking Through the Boundaries of Magazine
CLIENT: Diageo Canada
MEDIA: CalgaryInc
STRATEGY SUPERVISOR, STARCOM WORLDWIDE: Brian Chan
PUBLISHER, CALGARYINC: Vivienne Feick
SILVER
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AGENCY: Cossette Media Toronto
MEDIA: St. Joseph Media
BRONZE
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AGENCY: Saint-Jacques Vallée the Mediaedge
MEDIA: TVA Publications
CERTIFICATE
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AGENCY: Cossette Media Montreal
MEDIA: TVA Publications
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AGENCY: JAN Kelley Marketing
MEDIA: Plant, Engineering & Maintenance
