Red is associated with boldness, revolution and progress, as well as human achievement. It’s the colour that symbolizes passion and power. It’s all around us and it is essential to our everyday lives. The importance of red was the message behind the particular digital initiative for Johnnie Walker's Red Label. #ToDikoSouKokkino (your own red) — a competition that one could enter by uploading a photo of something red from their everyday life.
The competition, running in the form of a Facebook app, attracted several hundred entries over a 5-week period. The users were enticed by lucrative prizes including one trip for two to Monza's Formula 1 Grand Prix, and another 10 winners received especially designed Limited Edition Red Label Boxes with their own names engraved on them.
The Johnnie Walker colour brand variants (labels) can be seen as different characters, each with their own personality. We treat them uniquely and tailor our digital initiatives accordingly, resulting in far more engaging communication between the brand and the target consumer.
In the past twelve months (since TheWorx has been managing Johnnie Walker’s social media campaigns) Facebook user engagement increased by 475%. In this same period, Johnnie Walker’s global monthly report has placed Cyprus in the top 10 ranking—worldwide—in terms of market performance.