johnnie walker for the arts ppt
TRANSCRIPT
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The Ask:
Use half of the entire Johnnie Walker 2016 advertising budget on a single campaign idea.
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Johnnie Walker for the Arts
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Why Johnnie Walker for the Arts?
● Federal funding for the arts is around $250 million a year, while federal funding for science is around $5 billion
● Studies show schools participating in the arts have made huge strides in closing the gap between high and low-income students’ academic achievement
● New brain research shows that not only do art classes improve skills in math and reading, but also improve social development, personality adjustment, and self-worth
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Target Persona
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Johnnie Walker + Americans For The Arts
“Cause marketing partnerships give us a chance to pursue deep collaborations with organizations that share a common belief in the power of the arts to connect people, build thriving communities, and transform lives.”
-Americans For the Arts
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Case Study
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Bottle Redesign Competition
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Case Study
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Call To Action
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Consumer Call to Action
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Getting the Word Out
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The Reveal
Johnnie Walker for the ArtsBottle Reveal Gala
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Event
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Auction
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At the Counter
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Bottle Breakdown 25%of all sales
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Budget
Bottle Redesign Production Costs 50%
Promotion 10%
Event 30%
Agency Fee 10%
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Timeline
November 26th 2016Big Reveal Event
July 2016Competition
Commencement
October 2016Competition
Close
November 2016Top 10 Finalists
Reveal & Invitations
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Summary
JOHNNIE WALKER FOR THE ARTS
● Johnnie Walker + Americans for the Arts○ Partnership between these two creative & forward-thinking organizations to bring back the art programs
in schools all over the country/world.
● The Bottle + The Arts○ Bottle designed by the top creative minds
● Promotion○ One main event at the MoMA in NYC. ○ Social Media ○ Earned Media○ Magazine Advertising + In-store
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Thank You
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Brianna Crane | Lindsay Hanson | Daniel Lawrence