Brief
Develop a disruptive and differentiated digitally based campaign idea inspired by global brand positioning ‘The Orkney Single Malt with Viking Heart'.
Develop a disruptive and differentiated digitally based campaign idea inspired by global brand positioning ‘The Orkney Single Malt with Viking Heart'.
Background
Highland Park approached us with a problem. Their whisky is one of the top 15 Single Malt Scotch's on the market, but the lack of a strong tone of voice meant they were not as distinct as the category leaders. They needed a re-vamp based around their brand positioning of Viking Heart.
Highland Park approached us with a problem. Their whisky is one of the top 15 Single Malt Scotch's on the market, but the lack of a strong tone of voice meant they were not as distinct as the category leaders. They needed a re-vamp based around their brand positioning of Viking Heart.
Wanting to get away from the stereotypical horny-helmeted image, Viking Heart refers to the skill and craftsmanship of the Vikings, whose traditions and techniques still influence the island today.
The campaign needed to be digitally driven, appealing to consumers aged 28-40, with an 'explorer' mindset.
Thinking
Inspired by Orkney's rich past, our team set out to create a platform where people could reveal their own Viking Heart stories- tales of what gives them strength and courage.
Inspired by Orkney's rich past, our team set out to create a platform where people could reveal their own Viking Heart stories- tales of what gives them strength and courage.
Story Board
Our first task was to create a story board and video idea for a TV advert.
In it, the 'woman' speaking is revealed to be the whisky itself.
Our first task was to create a story board and video idea for a TV advert.
In it, the 'woman' speaking is revealed to be the whisky itself.
They share the same characteristics: Orkney made, developed over time and well-matured.
In sharing her own story, Highland Park encourages the public to do the same with the #VikingHeart.
Illustration
We illustrated a storyboard idea for a TV advert then came up with a bold heart motif to symbolise the campaign.
Share your Viking Heart story
The digital campaign encouraged the public to share their own stories of bravery via social media. By sharing their #VikingHeart stories, the public would be entered into the draw to win the ultimate explorer trip, following in the footsteps of the Vikings.
The digital campaign encouraged the public to share their own stories of bravery via social media. By sharing their #VikingHeart stories, the public would be entered into the draw to win the ultimate explorer trip, following in the footsteps of the Vikings.
Results
A digital campaign driven by user generated content.
A digital campaign driven by user generated content.