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The Johnnie Walker Roadshow Experience

The Johnnie Walker Roadshow Experience visited 7 major retail shopping destinations.

Brief: Design, build, activate and project manage Diageo's first D2C Campaign. The drive brand is Johnnie Walker Blue Label which is an unrivalled masterpiece - an equisite combination of Scotland's rarest and most exceptional whiskies. Selected retail venues included high footfall locations in premium shopping centres around the UK including Westfield, Bluewater, The Bull Ring, Trafford Centre and finally Liverpool Street Station.

The pop-up retail store should be experiential and help to increase the awareness and knowledge surrounding the Johhnie Walker legend. The Brand Ambassadors should also sell and promote a range of Johnnie Walker Gift Packs.

SBS to provide an end to end retail solution, providing the concept, build, stock, D2C retail brand activation.

Work: The SBS Studio created the design, almost right first time! The SBS Build Team then got to work and produced a modular retail pop-up with educational video, engraving station to create persoalised gifts, gift wrapping station, product display and storage.

Meanwhile the Project Management Team arranded site visits, RAMS, logistics, procurement, stock, assets, security and M&E formats. SBS Staffing selected and trained the Activation Team. Finally, the SBS Production Team put everything together in SBS Base Camp which was signed off by the Diageo project lead with a couple of tweeks. We were ready to go!

Result: The Diageo Brand Experiential Team (check Grace's title) said 'This project was a first for Diageo and we couldn't be happier with the result. SBS were a pleasure to work with'. The retail venues estimated that over 9.4million people had the opportunity to see the activation.

The first activation was at The Bull Ring in Birmingham and among the first visitors to the store was the GM from Selfridges who loved the activation. Six months later, we returned to Birmingham and set up the store inside Selfriges. It was considered such a success that the residency was extended by 3 months!

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