THE BALVENIE ‘SHARE TO OPEN’ PRODUCT SAMPLING
Increasing Consumer Awareness & Driving Trial
Over 140k Campaign Reach | Over 900 Drams Served
We were approached by The Balvenie to increase consumer awareness of their 12-Year-Old DoubleWood Whisky, and spread the word about their ‘Digital Drams’ trial driver with a high visibility PR activation.
What We Did
We designed an immersive pop-up Whisky bar whereby the bar shutters would only open when the seats in front of it were full; our ‘Share to Open’ concept encouraged passers by to sit with their friends, or more interestingly, even invite complete strangers to join them in the experience, and share a Whisky together.
Once the bar shutters were open, a bartender greeted the customers and poured them all a complimentary dram, explaining the whisky’s handcrafted story, and that it’s love should be shared by everyone.
Now yes, this bar was designed with ultimate talkability in mind, but was this enough? The Balvenie made it clear they needed to get the campaign out to the masses after all – so where could we conduct the activity to tick this box? Well, how about one of the busiest, most high footfall train stations in Britain? London King’s Cross.