AN INSIGHT LED TOOLKIT
JACK DANIELS MAKE IT COUNT TOOLKIT
A traditional path to purchase and considered wider omni channel opportunities.
OBJECTIVE
To create an insight led toolkit tailored to the GTR channel and profiled to the changing behaviour of the traveler.
APPROACH
The challenge involved adapting the global brand platform ‘make it count’ and making it relevant and emotive to a more diverse audience with different shopper missions. The toolkit went beyond a more traditional path to purchase and considered wider omni channel opportunities.
The path to purchase and associated mechanics were centred around three key principles, used to create a cohesive shopper strategy. Our aim was to ATTRACT with distinctive brand assets, ENGAGE with emotive communication and personalised experiences and drive CONVERSION by breaking down barrier.
RESULTS
The Jack Daniels toolkit is a great example of how our fundamental principles come to life and exist in everything we do.
1. The traveler always remained at the forefront and the activation was grounded in insight
2. Campaign KPI’s were set at the beginning so objectives could be tracked and monitored
3. Technology was only added address shopper barriers, offering more than just a gimmick.
4. Brand and operator sustainability pillars were considered in all mechanics resulting in more digital gifts.
5. Budget was considered when planning activation spaces and a tiered costs solution was provided.
