Posterscope Taiwan Boost Glenfiddich Brand Awareness with " Bar 1963 New York"

In 1963, Sandy Grant Gordon, great grandson of William, is so proud of Glenfiddich single malt that he makes it the first to be actively promoted outside Scotland enabling consumers around the world used to drinking blended whisky to be initiated to the delights of single malt. Until then a well-kept secret of the Scots.  However, Glenfiddich was a late entrant in the Taiwan whisky market.
This campaign for Glenfiddich managed to boost consumer awareness and appeal despite facing competition from many other brands with a Scottish history.
According to proprietary consumer survey, OCS, Glenfiddich’s value proposition – Pioneering Spirit – appeals to men over 25 in Taiwan who value innovation, freedom and adventure. To reach these people, Posterscope Taiwan launched the “Glenfiddich Bar 1963 New York” campaign in Taipei’s busiest Xinyi District, promoting Glenfiddich’s brand glory and history through the use of digital technology and art installations.
To increase numbers to the bar, Posterscope  adopted location-based advertising, which pushed messages to people in an area 3 km around the bar. In addition old-fashioned paperboys distributed flyers in the style of 1963 on the main streets and including Vieshow Cinemas and MRT stations.
Upon entering the bar, “Case of Dream” it took people back to the ‘old days’. With Kinect motion sensor creating sketches of gentlemen on the screen, they feel as if they are the brand representatives, wandering New York streets. Social media and interactive devices were both pivatol to the campaign, and when people visited the bar, they were amused by the 3D installation art hashtag wall, and had the opportunity to win a trip to NYC by using the campaign hashtag. Furthermore, if they check in on Facebook, a free taste is offered.
Within 18 days, over 18,000 participants visited Bar 1963 New York while 7,000 visitors got a free taste. TV news, print media and Facebook posts created massive earned media exposure, generating more than NT$3000,000 in media value.
Through the innovative consumer-experience campaign, we successfully reintroduced Glenfiddich’s Pioneering Spirit to Taiwan and encouraged people fall in love with the brand.