Brand PR

Johnnie Walker StepUp to the VIP Lifestyle

Diageo Nigeria is a premium, asset-light commercial hub for Diageo plc, the British multinational alcoholic beverage giant. Following the strategic sale of its 58.02% controlling equity stake in Guinness Nigeria PLC to the Tolaram Group, Diageo pivoted its direct operational footprint in Nigeria away from heavy manufacturing to focus exclusively on luxury brand growth, marketing, and commercial importing.

Client: Diageo Nigeria

Industry: consumer goods

Service: Brand Management.

Category: Brand PR

Client Overview

The Context

Johnnie Walker Step Up to the VIP Lifestyle provided the brand with a credible and scalable platform that gave consumers a once in a lifetime VIP experience with opportunities.
The highlight of the activation ‘Drive of a Lifetime’ was held on Nov 29-30 where esteemed consumers were treated to an exquisite lifetime experience with two time Formula One champion Mika Hakkinen as it launched the ‘Step Up to the VIP Lifestyle’ campaign.

Our Approach

The Strategic Programme

Amplify Johnnie Walker ‘Step Up with the VIP Lifestyle’.
Position Johnnie Walker as the lifestyle brand of game changers.

Execution

Putting the Strategy to Work

Amplification of celebrity footfall to event.
Striding team PR stunt.
Twitter amplification using the #iamnotdriving and #stepup2vip

The Results

The Outcome

Overall, the Johnnie Walker ‘Step Up to the VIP Lifestyle’ Event was successfully concluded with all activities implemented and the event amplified effectively.

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