Johnnie Walker has launched the 'Step inside your ultimate drive' campaign across the region. Developed by Iris Singapore, the new campaign is the latest installment of the 'Step inside the circuit' branded content platform that the spirits maker is hosting as part of its sponsorship of the Vodafone McLaren Mercedes formula one racing team.
The campaign includes an online video entitled 'Drive of a Lifetime' hosted on the company's Facebook page. The personalised video experience puts users in the F1 racing car driver's shoes, taking them through pre-race activities up to stepping into the car just before the big race> there are opportunities to interact with the likes of F1 champion drivers Lewis Hamilton and Jensen Button along the way.
The Facebook Connect function personalises the film using photos and details from the user's Facebook account, together with text-to-speech technology and video input from the user's webcam.
The campaign supports the ‘Drive of a lifetime’ global competition that will see 20 global winners fly to Silverstone, UK in October for three days of training and the opportunity to drive the Vodafone McLaren Mercedes F1 car around the British race track.
Grant Hunter, Iris’ regional creative director for Asia-Pacific, said, “ 'Step inside the circuit' transports you into the glamorous world of F1 racing. We are constantly pushing the experiences and content to give people a real feeling of what it’s like to be part of ‘the circuit’. 'The ultimate drive' is a highly-personalised piece that has an impressive degree of immersion.”
Project: Step Inside the Circuit
Client: Johnnie Walker
Brief: To invite consumers to experience life inside the exclusive F1 circuit through the eyes of driving icons Lewis Hamilton and Jenson Button.
Agency: iris Singapore
Creative directors: Grant Hunter and David Brown
Copywriter: Jonathan Cockett
Art director: Regina Chan
Planner: Paul Gage
Production house: Big Balls
Digital build: Rehab
This article first appeared on Campaign Asia