LM-J-05-01. Ballantine's Work and Rock 360°campaign

Agency	Promo Interactive (Ogilvy&Mather Russia)
Creative head	Myskov Dmitry
Author of idea	Yuri Sourin
Product	Whisky Ballantine's Ballantine's
Description	You are the perfect office worker. Every day since 9 a.m. till 6 p.m. your life full of business meetings, branches, timings and deadlines. You perfectly do this. But in the evening you live another side of you life. Creativity, nightclubs and rock-n-roll! Show us both of your sides: office- and rock-hero! And your teenage dream come true! Show us your WORK&ROCK! Channels: Web site Mobile site Branded Youtube channel Viral video Interactive banner campaing Special project on HeadHunter.ru On-trade / off-trade BRIEF — "Refresh" brand image — Promote new brand platform — Increase sales SOLUTION We started with a online music video contest with a totally new type of recruitment. A dedicated team presented the project to HR and PR managers of top blue-chip companies. Any office employee could showcase his creative potential in order to win a live stage performance next a real rock band. There was also a corporate reward for winner’s company.. The project was supported by a vast multichannel media and PR campaign. The project resulted in a huge Plan Ballantine’s Work&Rock Grand Finale party. Top 3 companies and 3 more jury choice bands played a live concert next to the headliner – hip rockers Panic At The Disco. RESULTS Over 275 000 unique visitors to the website 49 participating music videos from top companies Average +235% sales increase in on-trade +82% volume retail volume growth on promo SKUs All of this contributed to outstanding brand annual performance of +51% vs previous year, making Ballantine’s the fastest growing brand in Pernod Ricard Rouss portfolio. Prizes: All-inclusive Rock party for 500 employees 400 bottles of Ballantine’s Performance at one stage with ‘Panic! At the disco’ also
Team members	Naumov Eugeny - art-director Iluhin Alexey - copywriter Hercen Eugenia - producer

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