Asia Pacific, November 20, 2013 – Bates CHI&Partners Vietnam has come up tops again, winning for the fourth consecutive year, the title of “Best in Vietnam” given out by the Promotion Marketing Awards of Asia (PMAA).
In addition, the agency won a Gold Dragon in the “Best Event or Experiential Marketing” category for its campaign for Johnnie Walker Vietnam, “Step into the Elite Circuit”.
The campaign is for Johnnie Walker Vietnam, utilizing its global asset – “McLaren Mercedes Partnership – Step inside the Circuit”. The objective was to recruit 100,000 fans by the end of the first year and to raise brand image scores.
The campaign successfully positioned Johnnie Walker as a brand for a select crowd of people – the “Elite Circuit”. Within six months, the program secured 104,000 fans. And these fans “talked”. Resulting in annual volume objectives being met and beaten in six months’ time.
As a result of its success, the program was also awarded the highest honor at the internal Diageo awards –SCALE.
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