GLENMORANGIE DIGITAL CONSUMER ENGAGEMENT
|Category||A02. Mobile Applications and other Downloadable Tools|
|Title||GLENMORANGIE DIGITAL CONSUMER ENGAGEMENT|
|Product/Service||HIGHLAND SINGLE MALT SCOTCH WHISKY |
|Entrant Company:||IRIS CHINA Shanghai, CHINA|
|Advertising Agency:||IRIS CHINA Shanghai, CHINA|
|2nd Advertising Agency:||FUGUMOBILE Shanghai, CHINA|
|Ravi Shankar Bose
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