How could Jameson, the worlds’ best-selling Irish Whiskey, make the most of St Patrick’s Day in World Wide Duty Free and drive consumer engagement around their #BeOriginal campaign?
We encouraged passengers to express their own individuality in the lead up to St. Patrick’s Day in order to amplify Jameson’s credentials as a true Dublin original. We decided to create a unique experience in which to celebrate the event, the excitement of travel and the brand’s authentic Irish attitude….and with not a shamrock hat in sight.
We invited Gatwick travellers to #BeOriginal in our bespoke 360 photo booth for a chance to win an authentic St Patrick’s Day experience in Dublin. Custom built tech that linked the photo booth to the display screens in Gatwick airport meant that whenever a photo was taken it was streamed live to everyone in departures, so they could share in participants’ Original moments.
The all-expenses paid trip to Dublin was documented by our winners, and their adventures were utilised by the brand to create engaging content with a really emotive story at the heart of it. For WWDF in particular, this activation was an example of a brand moving away from a price and promotion focussed strategy and engaging with their audience on a fun exciting and emotional level.
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