Diageo Australia
Client: Diageo Australia
Product: Johnnie Walker
Title: In Her Boots
Media: Social Media, OOH Billboards, OOH Street Furniture
Country: Australia
Date Of Campaign: 25th September 2023
Background: As a brand, Johnnie Walker has been making a conscious strategic shift to engage and grow its younger audience. Knowing our younger audiences are looking for brands to make more of a stand on the things that matter to them, particularly diversity and inclusion, the Keep Walking mantra has shifted to become a call to arms for collective progress. Acknowledging, supporting, and celebrating the people, platforms and movements who are walking to push Australia forward, they have partnered with the Australian Women’s Football League - The AFLW. Our brief and objective was to celebrate the progress that’s been made within the game and make Johnnie Walker an integral part of AFLW Culture.
Idea: In partnership with the AFLW, to honour the game’s storied female past we stitched together its untold history. Taking the boots of generations of past players, we created five unique new football boots. Made from the same boots these trailblazers wore, our boots helped tell stories of defiance, resilience, discrimination, and triumph, so that Australians could learn about the way the game was shaped. With innovation at their heart, the boots are designed to be handed down to generations of players to come. Acting as a permanent reminder of progress and achievement, ‘In Her Boots’ has given a voice to the history of women’s football in hopes of inspiring its future.
Results: The In Her Boots campaign forms part of a broader strategy to modernise the perception of the Johnnie Walker brand within Australia, with its impact felt at a campaign level as well as a business level. CAMPAIGN IMPACT* Widespread mainstream penetration with 159 pieces of coverage achieved.* Brand integration into the league’s official accolades, The W Awards, with the unveiling of the annual Johnnie Walker Award for Progress. * Impressions 55 million+ (1856% above KPIs)* Brand sentiment: 100% BUSINESS IMPACT: * Increased saliency with 25 – 34s* Distinctiveness +14% demonstrating vibrancy* +1.6% increase in 18 – 34s purchase on week
