Abstract
The client Johnnie Walker is looking for ideas on how to bring about the "Step Inside" campaign to life in a concentrated one month burst of pre-season activity in March 2011, focusing on the European markets of France, Spain, Greece and Poland, and taking men aged between 25-35.
Program:
1. Formula 1 car testing (Lewis Hamilton or Jenson Button)
2. Press conference on:
-The "STEP INSIDE" Golden Pass campaign => Additional Awareness.
-The next event (exclusive taste of a F1 night out) => to create traffic and buzz
3- Johnnie Walker Black label product tasting
Merchandise: Special edition Polo caps with Lewis Hamilton and Jenson Button's signature.
