johnnie walker for the arts ppt

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The Ask: Use half of the entire Johnnie Walker 2016 advertising budget on a single campaign idea.

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Page 1: Johnnie Walker for the Arts ppt

The Ask:

Use half of the entire Johnnie Walker 2016 advertising budget on a single campaign idea.

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Johnnie Walker for the Arts

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Why Johnnie Walker for the Arts?

● Federal funding for the arts is around $250 million a year, while federal funding for science is around $5 billion

● Studies show schools participating in the arts have made huge strides in closing the gap between high and low-income students’ academic achievement

● New brain research shows that not only do art classes improve skills in math and reading, but also improve social development, personality adjustment, and self-worth

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Target Persona

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Johnnie Walker + Americans For The Arts

“Cause marketing partnerships give us a chance to pursue deep collaborations with organizations that share a common belief in the power of the arts to connect people, build thriving communities, and transform lives.”

-Americans For the Arts

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Case Study

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Bottle Redesign Competition

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Case Study

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Call To Action

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Consumer Call to Action

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Getting the Word Out

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The Reveal

Johnnie Walker for the ArtsBottle Reveal Gala

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Event

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Auction

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At the Counter

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Bottle Breakdown 25%of all sales

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Budget

Bottle Redesign Production Costs 50%

Promotion 10%

Event 30%

Agency Fee 10%

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Timeline

November 26th 2016Big Reveal Event

July 2016Competition

Commencement

October 2016Competition

Close

November 2016Top 10 Finalists

Reveal & Invitations

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Summary

JOHNNIE WALKER FOR THE ARTS

● Johnnie Walker + Americans for the Arts○ Partnership between these two creative & forward-thinking organizations to bring back the art programs

in schools all over the country/world.

● The Bottle + The Arts○ Bottle designed by the top creative minds

● Promotion○ One main event at the MoMA in NYC. ○ Social Media ○ Earned Media○ Magazine Advertising + In-store

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Thank You

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Brianna Crane | Lindsay Hanson | Daniel Lawrence