The Glenlivet is boosting its brand awareness in the busy pre-Christmas period with a momentous pre-Christmas multi-platform campaign running across TV, print, digital and in-store activation.
In a first for the brand, The Glenlivet’s entire TV spend will be used for AdSmart targeting, Sky Media’s addressable TV technology, to promote ‘The Big Night In’ partnership with Sky Store. This also marks the first time it has partnered with Sky Store, the convenient destination for both non-Sky and Sky customers to rent or buy the latest films on their TV.
Those shopping in Tesco stores will see in-store banners promoting the partnership between The Glenlivet and Sky Store. Customers purchasing a bottle of Whisky will be eligible for one of 1,000 movie rentals on the Sky Store.
The ads, which show groups of friends enjoying The Glenlivet in different settings, and position The Glenlivet as ‘The Whisky’, will be served to those who have already bought Whisky in the past and amongst ABC1 men aged 45-64 to drive engagement and brand purchase intent among an established Whisky audience ahead of Christmas.
The addressable TV campaign is complemented with in-store media in Tesco, a Print partnership with The Sunday Times and digital activation on Tesco.com.
The campaign creative was developed in-house by The Glenlivet. The ‘Big Night In’ promotional concept was developed and executed by Jump, part of Havas Group Media, in partnership with Sky Media. It runs from 2nd November to 20th December.
Rachel Bristow, Director of Partnerships at Sky Media, commented, “AdSmart’s clever targeting allows The Glenlivet to ensure it reaches an audience that genuinely has an interest in the product. Targeting this group on TV boosts the effectiveness of the campaign, whilst delivering a brand safe environment to tell its story.”
Nick Wright, Managing Director at Jump, part of Havas Group Media, added, “The Glenlivet wanted to give whisky drinkers the perfect night in. We developed a partnership with Sky that combined purchase of The Glenlivet at Tesco with a £9.99 Sky Store voucher – a great demonstration of how to partner and drive a value exchange for consumers beyond just price discounting.”
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