Clients
Area of Expertise
Expertise Leaders
Senior Vice President, Lifestyle
España
Director, Creative & Branding
España
La música es una de las industrias que más ha sufrido durante la pandemia. Especialmente la música en directo y todas las personas que la hacen posible. Los recintos para conciertos han estado cerrados y los festivales cancelados. Las restricciones no permitían disfrutar de la música en directo de la forma en la que lo hacíamos antes.
Johnnie Walker creó el movimiento Keep Walking Together, para apoyar la vuelta del sector de la música, dando visibilidad a aquellos que forman parte del negocio pero que su trabajo muchas veces queda en un segundo plano, como el staff del backstage del escenario, dónde la música cobra vida.
OBJEtivo
Crear un movimiento para dar visibilidad y reconocimiento a las personas que trabajan en la industria de la música en vivo, y concienciar a la sociedad del trabajo tan duro que llevan a cabo, mientras damos a los consumidores la oportunidad de disfrutar de la música en directo de forma segura, y descubrir nuevas bandas musicales.
tácticas / iniciativas
La primera fase fue el lanzamiento del proyecto con una serie de activaciones con profesionales del sector como masterclass con reconocidos backliners y conciertos con algunas de las nuevas bandas del panorama español (como Hinds, Calavento, Arde Bogotá y Delaporte) en míticas salas de conciertos de Madrid que estuvieron cerradas en 2020.
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En colaboración con Los40, medio musical por excelencia en España, se desarrolló una landing page en la que no solamente se contaba el proyecto, sino a través de la cual se podía participar en un concurso para asistir a los conciertos. Y aquellos que no pudieron obtener entradas, pudieron disfrutar de los conciertos en streaming a través de esta landing: https://bit.ly/3qr8qCy .
Gracias a los resultados obtenidos en la primera fase del proyecto, Johnnie Walker decidió ampliarlo. Para esta etapa, la marca continuó su relación con Dani Martín, quien no solamente fue embajador, sino que la marca se convirtió en el patrocinador oficial de su gira “Qué caro es el tiempo”, una gira que el artista tenía programada para 2020, pero que tuvo que aplazar.
Para dar inicio al tour, Johnnie Walker organizó un concierto sorpresa acústico en el icónico Café Comercial de Madrid, exclusivo para 60 invitados. Con ese show dio inicio la gira de Dani y el segundo ciclo de conciertos Keep Walking Together¸ esta vez no solo en Madrid, sino también Sevilla y Málaga con Recycled J, Delaporte, Sofía Ellar y Paula Cendejas como artistas invitados.
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resultados
Resultados de la activación y objetivos logrados:
+880M
Asistentes a eventos Keep Walking Together
16
Aactivaciones propias
9
Conciertos de Dani Martin patrocinados
5000
Personas vieron los conciertos en streaming
1790
JW highballs servidas
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V1.0, September 2021