Challenge

The “Live with Chivarly” campaign created in 2008 by Euro RSCG was a real success across the world setting all time record sales in over 60 Markets. However the theme “chivalry” in Japan didn’t carry the same value and understanding that was present in the rest of the world; the campaign needed to consider a highly competitive market that was dominated by strong local whisky brands with their own unique traditions.

The biggest challenge facing Chivas was providing a strong brand value consistent with “Live with Chivalry” in a manner that was relevant among our targets – successful Japanese businessmen; Chivas Regal’s key targets.

Solution

To recognize the unique needs of the Japanese market, Chivas’ flagship brand was switched to appeal to Japan’s prevalent luxury whiskey drinker market. Based on this, we developed a campaign that focused on the history and prestige of the Chivas brand to combat local appeals to craftsmanship and luxury.

The primary development within the campaign culminated in the development of the Chivas sponsored Gold Signature Award – highlighting success and philanthropy in business  – as a signature event to drive awareness, loyalty and engagement to our core target.

Result

Hosted by Ryu Murakami, the award night and supporting media campaign achieves instant excitement and credibility by being accepted by Rakuten CEO Hiroshi Mikutani and Hoshino Resort CEO Yoshiharu Hoshino. In addition to achieving wide recognition of the brand, the campaign and event was replicated in over 104 media outlets, generating unprecedented PR value for Chivas Regal in Japan.

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