Chivas 18 has embarked on an ambitious revitalisation of the brand with a localised micro movie as part of an integrated campaign.
Collaborating with local film director Heiward Mak, Chivas 18 Hong Kong is calling for participants on social media to take part in the creative process of the micro movie, titled Dream city, in an effort to deliver the brand values of style and charisma to locals.
The campaign will run via a series of consumer events, PR, social media activation and OOH.
Leveraging its global platform, the campaign aims to deepen Chivas 18’s cultural ties through the movie content around the exploration of deeper knowledge and innovation, without much detail disclosed.
“The link between Chivas and films adds substance to the initiative, which will create resonate with our audience to create a lasting impression,” said Kaori Shirota, marketing director of Pernod Ricard Hong Kong.
“Many of the attributes of the film world align closely with our brand values. We see this campaign as a natural extension of our philosophy,” she added.
Aiming to engage consumers in an interactive way, the campaign invites social media users to take part in the filmmaking process via Facebook.
“Customer-driven content is a more effective way to better engage with consumers and it would be a trend for luxury industry,” said Shirota.
“Social media is very important for us, as with many audiences, it is increasingly a medium for our target audience who have easy access to the platform via their smartphone devices and frequently spend time chatting, sharing and researching online,” she said.
Chivas brand manager Patrick Fong also added that Dream City evokes a world of possibility and opportunity where fame, fortune and desire are within easy reach.
“We feel this aligns with the concept of modern day Hong Kong where the focus is shifting from material wealth to aspirational experiences. Through this collaboration, we hope to inspire the ‘modern gentlemen of Hong Kong through our association with film to believe that their dreams really are within their grasp.”
The movie crew recruitment on Facebook will run until 5 November and the movie will air in December.
The campaign is driven by Geometry Global, the new company that merges G2, OgilvyAction and JWTAction, with support from Ogilvy Public Relations, Social@Ogilvy, Brand Rapport and Mindshare.