Chivas Regal 'Photo Safari Challenge'
Chivas Regal have a strong presence in airport Duty Free stores throughout Europe. To drive sales, encourage product sampling and to introduce the brand to a wider market, Chivas Regal wished to develop a point-of-sale promotional stand to be moved around these stores.
The Brief
The stand was to be launched in conjunction with an international advertising campaign featuring the target audience (35-50 year old males) in exotic locations undertaking adventurous activities - ice-fishing in Alaska, safari in Asia, ocean sailing. The strapline for the campaign was ‘This is the Chivas Life...’ The promotional stand, therefore, required a fun, interactive experience that incorporated the aspirational nature of the advertising.
The Solution
Working with Chivas Regal’s promotional agency, 3RD sense developed a point-of-sale stand featuring a bespoke games console and a short game, the 'Photo Safari Challenge'. The game
drew potential customers to the stand and exposed them to the
Chivas Regal premium brand qualities in a fun and engaging way.
In the game players would take photos of African animals from short (15 second) clips displayed on a large plasma screen on the stand. Using a modified camera, incorporating a mouse, players captured a still shot from the video. The game determined the quality of the shot - the better the photo, the higher the points awarded. Players were invited to enter a competition at the end of the game, providing Chivas Regal with an excellent method of capturing customer data.
The Results
- Chivas used the game point of sale stand in Duty Free stores throughout Europe for over a year.
- The game was successful in attracting customers to the stand
- The game generated a considerable number of registrants who, once they'd played the game signed up for their chance to win prizes and opted-in to receive ongoing information from Chivas Regal
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