Micro Moments
Auchentoshan
Art Direction | Concept | OOH | Music | Social | Videography
Background
In 2019, Auchentoshan, an unknown brand from the outskirts of Glasgow, entered Singapore. Clinging to its identity as an urban single malt, Auchentoshan found its footing amongst our older city dwellers. With a pool of older Millennials and younger Gen X established, Auchentoshan sales continued to climb steadily in 2022. But like any new to market brand, it still faced an awareness deficit compared to established competitors.
The increasing trend of dining out and clubbing amongst youngsters, the emergence of affordable premium labels, and the evolving preferences of the younger generation were driving whisky’s growth regionally. These factors pointed us to Zennials as our primary target audience. This micro-generation born between 1990 to 2000 were known for their openness to experimentation, appreciation for quality, interest in brand stories, and increasing affluence.
Whisky was perceived as a drink for connoisseurs, traditionalists, and middle-aged men. In a market dominated by offline whisky sales (95.5% offline sales v 4.5% online sales), how could Auchentoshan disrupt whisky stereotypes and successfully lead Zennials from their mobile phones to physical sampling drives?
Objective
Make Auchentoshan accessible to the micro-generation by redefining whisky moments.
Video Content
Wallscape
Dayparting
Microsite
Result
In today’s digital landscape, competition for audience attention is stiff, and the algorithm for social media engines are constantly changing. Knowing who your audiences are is not enough - being able to effectively reach and engage with them, is paramount to a campaign’s success.
Social Engagement:
26 million total reach - FB/IG8
33 thousand total engagement - FB/IG
4.2 million impressions - Youtube
1.7 million completed video views - Youtube
Landing back to our campaign objective of driving awareness for Auchentoshan amongst Zennials, we attributed success to impact and influence - in which we measured against high reach and engagement across our 4 SEA markets. Achieving the following numbers helped establish Auchentoshan’s brand as an authority in the single malt whisky playing field. The key takeaway we wanted Zennials to walk away with was to a positive perception of the brand. From there, we followed up with a strategy to drive online to offline conversion in the form of sampling - because we knew that whisky drinkers tend to have a high level of brand loyalty and brand recall for their whisky of choice.We knew that Auchentoshan was versatile and had its own unique flavour, aroma, and ageing process. We just needed Zennials to know it too.
Digital Programme Engagement:
3.8 million impressions - 3rd party sites
1.8 million completed video views - 3rd party sites
4.2 million impressions served - “Seenthis”
To promote 360 coverage across digital platforms, aside from social, we wanted to make sure that we captured audiences on specific third party sites we felt would resonate with Auchentoshan.In order to ensure the best possible cost per engagement, we worked closely with our media partners to conduct weekly campaign reviews on the digital front to optimise our campaign in real-time based on performance data. This played a pivotal part in helping to improve the effect
4.5 million impressions - ION Digital Link
1.7 million monthly traffic - Somerset Station
500 thousand impressions served - mobile retargeting ads
In Phase 2 and 3, we did not forget the capabilities of ATL advertising when it came to reaching a mass audience for an awareness campaign.By using tailored creatives, attention-grabbing messaging, and specific placements, we reached an ROAS of millions for traffic and impressions within those spaces. We even included geo-targeted mobile ads to increase relevance and push for higher conversion rates. Similar to our digital and social strategy, we made sure to redirect that traffic by including a QR code scan, once more driving traffic to our nearby on-trade and off-trade partners to sample Auchentoshan.