Chivas Regal launches its virtual clubhouse for the second time in a row

For its fifth edition, Chivas’ “The winning seat” has returned with its virtual clubhouse “Every Bottle Wins” mechanic. It also introduces new features like an in-universe currency, a budding programme, a gachapon game (virtual gamification) by Tezarekt, and a revamped look of the clubhouse. 

According to the release, Regal FC, a social club, is a collective of cultural leaders who operate outside the box. Under the banner of Regal FC, members celebrate football culture and those who live by its time-honoured tenets. The clubhouse re-opens its membership registration in this edition, where an account with Regal FC grants members discount perks on Chivas collections - priority access to competitions and exclusive event invitations. Members can also explore the virtual grounds of Regal FC and win anything from discount vouchers to merchandise and limited-edition bottles.

"We want to elevate up-and-rising local creatives by giving them a platform to showcase their work through the Regal FC budding programme. We also hope to continue engaging our strong community of fans and brand advocates via a new edition of ‘The Winning Seat’ contest that includes the largest prize pool in Chivas’ history and virtual gamification through Tezarekt’s digital Gachapon," a statement given to MARKETING-INTERACTIVE by Chivas' representative. 

The campaign is being executed via campaign microsite, social media (Facebook and Instagram), digital ad buys (Facebook, Instagram, Google Display Network), PR (relevant media and KOLs), and community engagement (audience of three respective mentors and 3D artist Assthrowknot, official partners Tezarekt and Aphy Active, MUSCS (Manchester United Supporters Club Singapore). Behind the campaign, Access Communications is Chivas' key appointed agency conceptualising and executing this campaign across digital, social, and PR. 

Keeping with the ethos, "I rise, we rise",  Regal FC launches its inaugural budding programme, an eight-week programme to cultivate the next generation of creatives, leading up to a final creative project execution.. The incubation chamber is spearheaded by industry OGs, the hustlers who have made a name for themselves, the release claims. 

The panel of mentors includes Jackson Aw (founder of MightyJaxx), See Min Ng (founder of Henndrawn), and Tobyato (urban visual artist), who will lend their wisdom and guidance to selected mentees. The mentees will push their work to a larger scale by pitching a concept open to the public's vote, with the winning mentor and mentee team executing and launching a creative project. Interested creatives can join the open call at its virtual clubhouse.

For its seasoned members, the "Every Bottle Wins" mechanic remains. Each Chivas bottle comes with a unique code that can be entered into "The Winning Seat" website, with fresh new prizes to be won.

Another addition to Regal FC is the gachapon game by Tezarekt (inspired by the random capsuled prizes dispensed by vending machines). Using in-universe currency called Regal points, members can exchange the points for a spin at the Tezarekt Gachapon game. Regal points can be accumulated through activities in the virtual space of Regal FC win instant prizes with every spin and a bottle of Chivas 12 as well as a special edition of Chivas x Tezarekt NFT if the member form the full Gachapon successfully.

The reward system is given an upgrade. Members can look forward to 13 weekly grand prizes worth up to SGD45,000 and SGD79,500 worth of instant prizes. This is the largest giveaway in Chivas' history, and every member gets to be a winner. Members can look forward to custom Chivas collaboration merch and limited-edition pieces from the 3 Regal FC mentors, as well as custom NFTs by 3D artist Assthrowknot and Aphy Active athleisure discount vouchers in the prize pool. 

Joni Na, brand manager at Chivas Regal, Pernod Ricard Singapore, said, “Since the debut of Regal FC's fourth edition of ‘The Winning Seat’, we have planned diverse collaborative initiatives with our community of entrepreneurs, rising stars and cultural tastemakers."

Na added: "With the redesign of Chivas 12 and a bold event spotlighting NFTs that brought communities together in May, as well as having LISA as the face of the brand, we are now taking it up a notch by introducing Regal FC’s inaugural budding programme led by aspirational creatives. With this budding programme, we hope to further emulate the ethos of ‘I RISE, WE RISE’ to elevate up-and-rising local creatives by giving them a platform for creative expression on a larger scale. Stay tuned for more updates. We hope you’re as excited as we are!” 

On an advertising front, Chivas Regal launched a creative pop-up event in Singapore to celebrate the fresh new look of its flagship blend, Chivas 12. Titled "I Rise We Rise", the event will bring together NFT artists, culture-driven communities, creators and neo-entrepreneurs.

It also featured an ad campaign launched in March fronted by K-pop singer and new brand ambassador LISA, as the brand aimed to celebrate and inspire a new generation of Chivas customers. The rebrand of Chivas 12 was touted as the biggest redesign in its 112-year history. 

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