To help ignite Johnnie Walker’s brand equity and position the brand as a powerful, vibrant and desirable icon of progress, to the Nigerian upwardly mobile and highly aspirational premium spirit drinker, Posterscope needed to inject energy, flair and magic to the premium spirit category. At the same time, they were tasked with bringing to life the Johnnie Walker ‘keep walking’ mantra, turning it from an abstract statement to something drinkers could relate with in their day-to-day life.
Posterscope’s response was to make Johnnie Walker synonymous with Nigeria’s rich national culture and celebratory spirit, basing the campaign around major national celebratory moments like Easter, Fathers’ Day, Independence Day, Democracy Day and Lagos@50, a month-long commemoration of the 50th anniversary of the creation of Lagos State, the commercial, industrial and social capital of Nigeria.
At the climax of Lagos@50 was a 20-minute take-over of one of the largest Digital OOH screens in the city, located atop the Admiralty Toll Plaza on the busiest arterial road in Victoria Island and Lekki Peninsular, the more affluent south of the city. For 4 days, whilst the Digital Screens beamed contextual and personalized Johnnie Walker messages (#iseeyou) celebrating the daily progress of Lagosians, the toll barriers were opened to drive through with the usual fares courtesy of Johnnie Walker. Smartly dressed Johnnie Walker Ambassadors were on the ground to hand out cards with Johnnie Walker inspired motivational quotes, underscoring the brand’s identification with the unstoppable spirit of the average Lagosian and his daily strive for purpose and progress. The activation was supported with PR while videos and photos of the OOH stunt were posted to the brand’s digital and social assets to drive amplification.
The activation generated earned media, on national news channels, online media and national press, as well as millions of views on social media, worth over 10 times the cost invested.