2012 Winners & Shortlists

Results and Effectiveness

Johnnie Walker facebook app was shared among 350,000 friends. Omar’s name was seen by over 1 billion fans on television, newspapers and digital sites. Lewis Hamilton won the Grand Prix. Johnnie Walker created a fan experience of a lifetime. Not bad given Johnnie Walker wasn’t able to advertise.

Creative Execution

We turned the advertising model on its head and Invited fans to put their name on Lewis Hamilton helmet replacing Johnnie Walker branding. We found that while media was regulated, the consumer’s voice was free and willing. We took the very ad space that we had to remove our brand from –Hamiltons helmet –and turned it into the chance to win a weekend of fame for our consumers. Using the consumer voice on social media we created a Facebook app which users could download and share with friends. Once the app was downloaded they could enter their contact details and a short story of how their partner inspires them. The power of our fans and their friends’ fuelled our social competition to become a hit with global proportions, far exceeded UAE borders. Omar Ugaldy replaced Johnnie Walker on Hamiltons' racing helmet as he raced to win the Abu Dhabi F1.

Insights, Strategy and the Idea

As a marketer, when you’re handed a world class celebrity and a global event reaching over 1billion eye balls - most would agree it’s a dream come true! For Johnnie Walkers Marketing Director – you got Lewis Hamilton and global Formula 1 branding rights. Amazing… Except if you are in the UAE! The only country in the world of Formula1 where you are legally not allowed to advertise alcohol at the event, on television, PR – not even brand Lewis Hamilton’s helmet! A marketing nightmare! So, if we couldn’t brand Lewis Hamilton with Johnnie Walker, we would need something pretty special to replace it. And that’s what we did … we gave every Formula 1 fan the chance to win a weekend of fame, not just to hang out with Lewis Hamilton but make history, be with him at every bend, every pit stop and hopefully at the chequered flag.