Tuesday 4th November 2008
Join us for a drink – wherever you are
markettiers4dc take PRWeek Award for second year running.
Responding to Laphroaig's brief, markettiers4dc's solution to produce a webTV show to engage with the global ‘Friends of Laphroaig’ was recognised by the PRWeek Award judges after winning the Best Live Brand Experience last night.
Tasked with increasing awareness of a limited-edition, 27-year-old ‘expression’ of the whisky retailing at £500 a bottle, markettiers4dc and VPH developed the concept of a live, online whisky tasting. The virtual tasting would give the community and the brand the high level of interaction required.
The Question Time-style programme featured a tasting of five Laphroaig expressions involving a panel of three experts, together with a live audience of 20 lucky Friends of Laphroaig who also got involved with asking questions and tastings.
The live webTV broadcast was an industry first and relied upon satellite technology to syndicate the content from our chosen venue, Vinopolis in London.
The pre-event campaign reached a potential audience of 290,000 across 150 countries. Over 7,000 people watched the live event, with many more watching ‘on demand’ afterwards. Over 1,000 questions were posed prior to transmission with a further 900 being asked during the show. Live questions came from the USA, New Zealand, South Africa, and many European countries. Originally scheduled to run for 40 minutes, the final show lasted over one hour due to the sheer level of interaction. The online allocation of the 27 year old product sold out in less than five hours from the start of transmission.
It demonstrated that broadband video is an effective channel for reaching Laphroaig's audience, with people in New Zealand getting out of bed in the early hours to watch!
The campaign was so innovative and unique that Laphroaig repeated the exercise with a live broadcast from their distillery in Islay, Scotland in June 2008.
Full details of the campaign and the excellent results it delivered can be seen in our work section, here.
We are delighted at winning this award and congratulations go to all of the team involved on this campaign.
