DM campaign of the week: Ardbeg Corryvreckan whiskey
Ardbeg Corryvreckan whiskey
This somewhat whimsical DM pack, created by Story, is an integrated, digitally led campaign which broke in April this year.
Story was briefed to raise awareness of the Islay Malt Scotch Whisky brand, Corryvreckan, and to consolidate the brand by capturing the imagination of the consumers. This was done by creating a story board which was turned into an animation, which can be watched online, and the DM pack also goes into depth about the origins of the brand and the folk law surrounding a mythological character depicted in the animation.
The animation was created by the winner of the Craft Award at the British Animation Awards 2004, Selina Cobley, The Green Room. Throughout the three part animation campaign on the mini-site, titled, ‘A Hair-Raising Tale of a Horny Yong Man…’ viewers are urged to register their email addresses so that the database can be expanded, and so that people can be sent info on the other products and the Ardberg Committee (Ardberg’s global CRM programme).
Banner Ad
To become a committee member all you have to do is register a few details, name, email address, online and then you are able to access the Committee room where you can make purchases and read the latest news on the brand. This ensures that a potential long term customer is registered and will receive all the new advertising of the brand. The mailer talks about the animation story and also the committee. At the back is a pull out slip which enables the receiver to purchase a taster of the Committee bottle, costing £45 per 70cl. Credit card details or a cheque should be included and you will then be added to their database.
The campaign is quite elaborate, but perhaps this goes to show the value and quality of the product. If you were a fan of this type of whiskey then you are sure to be tempted by this campaign. It also seems effective at getting people’s contact details, which is one of the main aims of the campaigns, to build up the database. But it also educates people about the brand and is fairly entertaining.
4/5
