The Ultimate Drive
Sponsorship Marketing Strategy
Johnnie Walker F1 Sponsorship
When Johnnie met Jenson.
This is a big year for the Johnnie Walker as it became the official whisky of F1. To leverage the association with the world’s most glamourous sport, and to build on the brand purpose of personal progression, we created a global campaign aimed at driving commercial return.
Initially launching in the UK we teamed up with TESCO to offer consumers the chance to win a driving master class with Jenson Button in a McLaren 650S The film, directed by BAFTA-nominated Firecracker films, gives viewers a very real taste of the high adrenaline prize.
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Johnnie Walker F1 Sponsorship
When Johnnie met Jenson.
This is a big year for the Johnnie Walker as it became the official whisky of F1. To leverage the association with the world’s most glamourous sport, and to build on the brand purpose of personal progression, we created a global campaign aimed at driving commercial return.
Initially launching in the UK we teamed up with TESCO to offer consumers the chance to win a driving master class with Jenson Button in a McLaren 650S The film, directed by BAFTA-nominated Firecracker films, gives viewers a very real taste of the high adrenaline prize.
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