Category

Award

GLENMORANGIE DIGITAL CONSUMER ENGAGEMENT

ClientMHD CHINA
ProductHIGHLAND SINGLE MALT SCOTCH WHISKY
EntrantIRIS CHINA Shanghai, CHINA
Type of EntryMobile
CategoryMobile Applications and other Downloadable Tools
TitleGLENMORANGIE DIGITAL CONSUMER ENGAGEMENT
Product/ServiceHIGHLAND SINGLE MALT SCOTCH WHISKY
Entrant Company:IRIS CHINA Shanghai, CHINA
Advertising Agency:IRIS CHINA Shanghai, CHINA
2nd Advertising Agency:FUGUMOBILE Shanghai, CHINA
Credits
Name Company Position
David King Iris China CEO China
Elinor Zhao Iris China Account Director
Ranjit Singh FuguMobile CEO
Ravi Shankar Bose FuguMobile Director

Brief Explanation

Managing the effective deployment of part-time promotional staff (PG's) in China is a challenge, making consistent high quality message delivery for luxury brands very difficult to control. The iPad tool that we developed set a base line capability that ensured even the least motivated PG was capable and effective at delivering the key Glenmorangie messages/proposition. Utilising all of the iPads functionalities, we were able to cut through to an opinion leader target in China's crowded bars/clubs, delivering: - interactive consumer engagement - multi-media content delivery - data capture of sampled consumers - promotional staff geo-tracking/performance measurement with real time reporting