Jameson Halloween Fes
Client: Pernod Ricard (2019)
MY ROLE
Event Ideation
Art Direction
Poster Design
Logo Design
CHALLENGE
Jameson was struggling to raise brand awareness in Japan in an already saturated alcohol market. Our challenge was to leverage Jameson’s unique brand identity; a disruptive 3rd way whiskey, and connect them with their target; outgoing and social youth in their 20s and 30s.
IDEA
The idea was to create a music event that connected Japanese youth with Irish Whiskey. We did this by holding a music festival, reaching out to our target through a digital campaign to increase brand relevance.
RESULTS
The event was a great success, uniquely positioning Irish Whiskey as a part of youth culture and gaining relevancy with our target. It also set a precedent for Jameson which now holds regular music events as part of its brand communication.
Online Ad Impression : 18.4 M (+22% vs KPI)
Online Ad Reach : 3.6 M (+3% vs KPI)
Social Media Engagement : 600 K (+33% vs KPI)
Website Visitors : 47 K (+5% vs KPI)
PRODUCTION COMPANY
Candee Inc.
Featured Bands
We worked with a production company to select a line-up of three bands for the event. When selecting the musicians, we took into consideration new artists from the indie scene that were relevant and popular with our target.
Good Morning America, DATS, Finlands
Campaign Logo & Key Visual
Both the logo and the campaign key visual were designed to reflect the excitement of music that brings people together, inspired by rock festival posters and using Jameson colours to give the brand a fresh new look.
Social Media Ads
We announced the event online through targeted social media ads, which lead to the campaign website.
Present Campaign & Mobile Game
To further promote the event we also ran a present campaign were people could play a mobile game for the chance to win event tickets, Jameson goods and a guitar signed by the featured bands.
Social Media Ads promoting the present campaign, leading to the mobile game
The game was based on the event name “Beat!Beat!Beat!” where the player becomes part of the event as a drummer, tapping as fast as possible to earn scores and level up. People could take part in the present campaign by signing up with their e-mail addresses, which was used for future brand promotion.
Mobile Game Demo
Event Posters
Custom band posters that were designed to promote the event, using brand colours and graphical patterns that expressed the different musical styles of each band.
Event
The event was held on Halloween at WWW in Shibuya, a popular event space amongst our target. We set up a Jameson bar and photo booth and gave out the prizes won during the present campaign to the winners.
