Chivas Regal heads online for party promo

Hong Kong - Chivas Regal 12 has kicked off a campaign that includes an interactive element encouraging consumers to submit dance videos via its website and win a chance to perform on stage at the Chivas Asia dance extravaganza to be held at the HKCEC next month. 

The print campaign launched in major newspapers such as Apple Daily and Oriental Daily launched last week including in youth magazines like Milk, Next, East Touch and music magazine Respect this week as well as on commercial radio.

The campaign, targets 21 to 34-year-old "trendsetters" who frequent clubs and bars, comprises of online advertising on Yahoo! music and dance websites as well as the Chivas Hong Kong website and partnerships with retailers such as ParknShop and Wellcome.

Chivas is hoping to align its brand with with a "party and music" experience.

Tequila\ Hong Kong developed the campaign creative and OMD Hong Kong managed media buying and planning.