#talentbites

#talentbites

Chivas RegalWin the Right Way

Danni BraceHead of Global Client and Business Development, Havas People

#talentbites

WHAT – our product

CHIVAS REGAL - A GENEROUS

WHISKY, INSPIRED BY GENEROUS,

ENTREPRENEURIAL BROTHERS

3

#talentbites

James & John Chivas were entrepreneurs with a socialconscience. They endeavoured to help others succeedand ultimately enrich the lives of those around them.

This was their code of honour.

#talentbites 5

…..to write the next chapter and let the entrepreneurial brothers’ spirit of generosity enrich the lives of even more people around

the world.

Now it’s our turn…

#talentbites 6

WHY – our brand belief

REAL SUCCESS IS NOT MEASURED BY A MAN’S WEALTH ALONE BUT BY HOW MANY LIVES HE HAS ENRICHED

#talentbites

Generation Y share our core values…civic, collaborative, entrepreneurial

Their idea of success involves having a positive effect on the lives of others

This is a key motivation in their lives

#talentbites

Generation Y believe the world is changing

• Their idea of success involves having a positive effect on the lives of others and this is a key motivation in their lives

• “I would like to be part of a truly important cause”

8

• 76% • 76% • 77% • 82% • 79%• 83% • 67%

#talentbites 9

WHERE – our playground

WHERE BUSINESS MEETS HUMANITY (SOCIALLY AWARE ENTREPRENEURIALISM)

#talentbitesSource: Global Entrepreneur Monitor 2012 & Deloitte Entrepreneurship study, 2013

Generation Y share our entrepreneurial spirit

1. Highest levels of youth unemployment worldwide since the great depression

2. Trust levels in big business and banking at an all time low – now 80% of Gen Y don’t want to

work for big corps

3. 70% would like to set up their own business – even higher in BRIC countries

#talentbites 11

86%

of Gen Y claim that it is important thattheir work makes a positive impact on the

world.

They, like Chivas, want to put the humanity into success.

#talentbites

THE SOCIAL ENTREPRENEUR

They are entrepreneurs first but also want to make their positive impact on the world.

They believe in both Profit and Purpose.

THE NEW ROCK STAR OF OUR TIME

#talentbites 13

WHO – our audience

ENTREPRENEURIAL THINKERS

#talentbites

ENTREPRENEURIAL THINKERS• 28-40 yrs• Forward thinking approach to business• Seek out new ideas & ways of thinking• The career ladder is only one path to success• Want to make a positive impact• Believe that you should put more into the world than

you take out• Always make time for friends

Source: GWI 2013 Q4 wave Base: 4215 global audience

Our key target

They agree or strongly agree to: I think it is very important to contribute to the

community I live in It is important to stay in touch with what is going on

in the world I am proactive about investing money I feel positive about the global economy I feel positive about the future of the environment

#talentbites

New generation with different values and behaviours

More civic, collaborative and idealistic than previous generation

Generation X Generation Y(Millennials)

Accept Diversity Celebrate Diversity

Practical Pragmatic Idealists

Self-reliant Self-inventive

Reject the Rules Rewrite the Rules

Live on the Edge Pursue Luxury & Comfort

Mistrust Institutions Bypass Institutions

Me-centric We-minded

Individualist values Communitarian values

Work/Life balance Work/Life fusion

#talentbites

They are digital natives

• Unlike Gen X who entered the workplace and were then subsequently introduced to digital tools/media this generation have never known a World without digital

• The internet has had profound effects on people – from the way we communicate to people, our purchasing behaviour, how we entertain ourselves, how we present ourselves to the World, how we meet people and even the way our brains store information

• Unlike previous generations, Gen Y recognises the internet can unite people to become a force for good – outing unscrupulous companies, mobilising people to help elect the right person and even toppling dictatorships

#talentbites

They crave entertainment with a purpose

#talentbites 18

HOW – our behaviour

PROVOKING MEN’S DESIRE TO HAVE A POSITIVE IMPACT ON THE WORLD

#talentbites

#talentbites

Campaign highlights

#talentbites

Consumer Feedback

#talentbites

Market Feedback• Overall the campaign was received very positively by all markets • Markets felt the inspire films were very strong assets in delivering the brand point

of view clearly to the consumer in a modern/contemporary way.

‘A strong campaign which inherently reflects values of LWC, and a territory that has not been exploited by any spirits brands to date in the Gulf. The films are well produced and have worked well on social media films and digital channels.’ PR Gulf

‘Excellent toolkits and assets were delivered for this campaign.’ PR Mexico

‘Video assets are very inspiring and effective to communicate overall campaign idea’ PR Thailand

‘Our best performing piece of creative was the 30s Inspire Film with the most effective channels to deliver this being You Tube pre roll and Facebook ads at an average CPV of £0.08. The film creative was excellent, and production values incredibly high.’ PR UK

#talentbites

View more at talentbites.com