Johnnie Walker, Mobile Application, Online
Client: Johnnie Walker
Type: Interactive, Mobile Application
Involvement: Design, Execution
Awards & accolades:
• Asia Interactive Awards ‘07: Best Navigation/Structure - Gold
• Asia Interactive Awards ‘07: Best Online Campaign (Yahoo! Big Idea Chair) - Silver
• Asia Interactive Awards ‘07: Best Mobile Games/Applications - Silver
• Asia Interactive Awards ‘07: Best Viral Marketing Campaign - Silver
• One Show Interactive Awards ’07: New Media Innovation and Development - Bronze
Year 2007
The Johnnie Walker Digital Personal Assistant is the world’s first mobile application that updates your social calendar and gives you access to the latest offers in relevance to your location.
Embodied in the form form of an alluring woman, Jennie, your personal assistant has you covered on the social scene. Whether it’s about getting onto the VIP list of an exclusive club, being in the know about the hottest parties in town, or even getting home safely after a night of drinks, Jennie has it at the touch of a button.
Crafted as an initiative for Diageo, the Johnnie Walker Digital Personal Assistant has helped Diageo communicate more effectively with successful businessmen. The Johnnie Walker Digital Personal Assistant also helped Johnnie Walker’s brand become more visible in the Asia-Pacific region by creating strong visual identity and a compelling teaser campaign to market the application.
Click to view the eDMs in full
A series of teaser eDMs were sent out. The campaign marketed Jennie as a young, intelligent and resourceful woman seeking a job as the recipient’s personal assistant. This was followed by a referral letter by John Collins, marketing director of Johnnie Walker. In this eDM, he invites the recipient to meet Jennie in person and decide for himself if she makes the cut. The launch party was held at Movida, St. James Power Station. The invited guests were shown for the first time what Jennie really is and how Jennie can work for them. The campaign ends with a message from John Collins thanking the guests for being one of the first to experience Jennie.
The Johnnie Walker Digital Personal Assistant was created in Flash Lite and works on any device that runs Symbian S60 and Flash Lite. A J2ME version for phones that do not support Flash Lite was created too.
