Jameson Irish Whiskey
Ideation, Fabrication, Installations,
PR, Digital, Influencers & Events
March and April, 2018
Run a general bar activation event in conjunction with St. Patrick’s Day while using the campaign to make themselves known in the Malaysian market in a non-pretentious manner.
Having never hosted a major event previously, Jameson needed to ensure they made a name for themselves with a big bang to disrupt the norm of the common alcohol activation campaigns.
The idea was to bring back the concept of a large scale party with a full day of local bands and live entertainment running throughout the whole event.
The campaign titled “Jameson LIVE” kicked off!
Teasing the Public
An event Teaser Video created depicted the personality, humour and taste of Jameson as a brand. Using music to appeal to the public, the video highlighted the main event’s performance line-up which consisted of 13 local artists ranging from up-and-comers to headliners.
Social Media and word of mouth were key avenues to promote the event. Mainstream advertising was not the best way to push the event as it went against the brand identity.
Month Long pre-event bar activation with activities and taster shots across Klang Valley and promoters pushing Jameson bottle sales. Free drink coupons valid for redemption during the main event only were also handed out to encourage the public to sign up and attend the main event.
Official Venue for Jameson Live was only revealed until 3 days before the event. All communications was created to build hype and intrigue towards the event.