Johnnie Walker is a market leader in the scotch segment in India. Despite its popularity, the company suffered from the stigma of being for older consumers. The company wanted to reposition itself as a brand for Indian youth. Its biggest challenge in reaching them, however, was that India did not allow alcohol advertising.
In response, the company developed its "The Worlds Most Travelled Billboard" (TWMTB) campaign. The social-first campaign featured a billboard of the iconic Johnnie Walker character "touring" five unexplored locations across India, with the journey being captured by photography influencers to be shared across social channels. The campaign ultimately wanted to connect with Indian youth through their love of travel and new experiences.
Objective and Context:
Johnnie Walker's strategic objective was to create a campaign which resonated with a much younger Indian audience than what was perceived to be the brand's core. Historically, the company has always been seen as a "father's brand," but it now wanted to become the youth's brand.
The biggest challenge in reaching the youth in India was that the nation doesn't allow alcohol advertising. So, creating an outdoor campaign that struck a chord with a new target audience without showing alcohol was a challenge the brand had to overcome.
A 200-year-old brand that was perceived as being a drink only suited for mature taste buds wouldn't effectively engage India's young audience. Johnnie Walker wanted to connect with the youth of the country. This campaign's target was young men and women of drinking age who looked at life as an experience and didn't mind spending extra to enjoy it.
Since the youth loved experiences, Johnnie Walker created a campaign that was one.
The company created The World's most Travelled Billboard, a physical billboard with the iconic Johnnie Walker logo in the center travelling across the country.
The campaign enticed the explorers inside every young adult to come along on the journey with the company. Johnnie Walker enlisted the help of some of the most-followed travel photographers on Instagram to capture visuals that were transformed into digital films and social media content.
The brand also created a miniature version of #TheTravellingBillboard and sent it to 150 additional influencers to take on their personal journeys.
Overall Campaign Execution:
The campaign was designed primarily for Instagram with a hashtag-first approach in mind. Downloadable frames, for example, helped drive user-generated content. Twenty-three percent of the campaign's overall budget was allocated to designing the campaign to be mobile-friendly.