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Grant's Whisky Advent Calendar
The challenge
The whisky market place is extremely cluttered and especially so at Christmas time. The challenge was to:
- Ensure Grant's Whisky's position as No.1 whisky of choice for Christmas 2007
- Build on and enhance the success of last year's activity
- Support the in-store campaign based around Grant’s iconic bottle shape
- Encourage sampling and increase sales
The solution
To give Grant’s Whisky total ‘ownership’ of Christmas across the Classic FM portfolio:
- Advertorials
- Classic FM Magazine
- classicfm.com – homepage takeover and an overlay linking through to an Advent Calendar
- Behind The Music – email promotions
The result
The homepage takeover was an online media first for Classic FM.
Press coverage in online publications including Brand Republic, NMA and Radio Today.
Record entries of 58,311 and a 16.5% opt-in rate across the whole campaign - the highest number ever for an online competition at GCap.
