Johnnie Walker for the Arts ppt
-
Upload
daniel-lawrence -
Category
Business
-
view
222 -
download
5
Transcript of Johnnie Walker for the Arts ppt
The Ask:
Use half of the entire Johnnie Walker 2016 advertising budget on a single campaign idea.
Johnnie Walker for the Arts
+
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
Target Persona
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
Case Study
Bottle Redesign Competition
Case Study
Call To Action
Consumer Call to Action
Getting the Word Out
The Reveal
Johnnie Walker for the ArtsBottle Reveal Gala
Event
Auction
At the Counter
Bottle Breakdown 25%of all sales
Budget
Bottle Redesign Production Costs 50%
Promotion 10%
Event 30%
Agency Fee 10%
Timeline
November 26th 2016Big Reveal Event
July 2016Competition
Commencement
October 2016Competition
Close
November 2016Top 10 Finalists
Reveal & Invitations
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
Thank You
+
Brianna Crane | Lindsay Hanson | Daniel Lawrence