How can a company translate its values through its marketing campaigns? The Grant’s Whisky mission has always been #standtogether so how does one of the world’s favourite whisky companies translate this message to their consumers through marketing campaigns? Companies are continuously creating marketing campaigns that really connect with their consumers or potential consumers. What do these people want to see and how do they feel when they see a campaign that really stands out? During Grant’s 2017 campaign, the prime focus was finding their new Global Brand Ambassador through a variety of tasks that showed candidates ability to adapt, their creativity, how they work under pressured situations and most importantly, how they interact with people. This campaign has been particularly special as every post on social media has been of people interacting with one another, having fun and portraying that Grant’s Whisky is best served shared, with old friends, or new! With engagement reaching over 300 million worldwide, I think it’s fair to say that this campaign in particular has been a hit!
Let me get back to the interview! The last stage we got to in the interview process was the submission of the video, 250 people around the world had been invited to submit a video describing the three essential items that they would take with them on the Greatest interview in the World. Flicking through the videos on Youtube, the range of candidates described all the weird and wonderful things they would take with them, ranging from hip flasks to footballs, handbags to people skills. I was pretty nervous with some of the competition, they were a talented bunch! Once the video was submitted, each day I anxiously checked my emails, desperate to find out whether I had made it into the top 20 who had been invited to Dufftown, the location of the Glenfiddich distillery in bonny Scotland.
At 7:30am on the 9th of October my alarm went off, nice and early to catch my train off to Aberdeen and then onto Dufftown for the Grant’s Whisky Mixer event where 20 candidates had been selected off the back of their video submission, and I was one of them!! For weeks before I had been attending every whisky tasting that I could find in Edinburgh, had my nose in all types of whisky books and bottles, ready for whatever they threw at me. I was determined to say the least.
Arriving in Aberdeen, the nerves where rife but I was so excited to meet the 19 other candidates who had made it this far. I had done a fair amount of video stalking prior to meeting the others so I instantly recognised them when I arrived into Aberdeen train station. What a crazy experience, one by one people started arriving and joining our group. People had come from all over the world from places as far away as Australia, America, South Africa, New Zealand just to name but a few. Myself and Dannyboi represented Scotland, both of us living it up in Edinburgh, the journey hadn’t been so hard for the two of us.
The energy, excitement and openness of not only the 19 candidates but the team behind the entire campaign was incredible. These 20 candidates had been selected from their 60 second video but within hours of being together, the vibe and dynamic between everyone was incredible, almost like we had all been old friends for years. I presume that this is exactly what the Grant’s team had hoped would happen. Bringing strangers together, from all over the world, from different cultures and with different interests but with one common link: whisky.
The 2 day mixer event was a fabulous success. Challenges were participated in from blending whisky, creating cocktails, submersed in different languages and creating campaigns. Food was eaten, all deliciously sourced local Scottish produce, mouth wateringly good. Most importantly friendships were formed, that i’m sure will last a long time. It’s extremely hard to put into words how amazing the Mixer was, it was challenging, enlightening and most of all it was a fabulous opportunity to meet inspiring people from all over the world, each with a unique and exciting story to tell. For only spending 3 days together, it was hard to say bye to many at the end of the event.
Stay posted for what happened next!
Check out the 19 others below and a link to the video of the Mixer Event! Too much fun.
Say hi to Tom Tom looking sharp in his flashy suit. Puts the Scots to shame. @tom.bouwens
Olá to the sleek Mr Nuno, looking far too sharp for his own good.
Actor Andrew from Australia, he has his own clan and everything!
The glamorous Rene from South Africa who blogs all things Malta.
Hopping Hopper the rugby legend from New Zealand who smashes out tunes in his sleep. #drinkingwhisky
Danny Dyer who looked too hot in a suit the picture wasn’t permitted to appear on the world wide web. Too many hearts would’ve stopped!
Darling!! Could be mistaken for Lee Evans but it’s his better looking doppelganger Mat, with one t, please remember!
Murilo not sure what country he is in, it is all a bit of a dream. This guy knows how to mix his drinks.
The marketing master himself Peter, he also is available for any viking roles that come his way!
Mr Lifestyle Filip. Fashionista, food blogger and all round great guy.
The voice of an angel who considered sailing to Scotland, Audrey is the boss!
Chase, he literally chased his way to Scotland for the event.
He was told to dress to impress, Andreas brought his wild side along!
We see eye to eye on most things, but he thinks American bacon is better than Scottish! You know where the departure gate is Ryan!
Stephan, a man who can tell a seriously good story, especially with a good bottle of whisky in hand!
Nico, the most adorable Argentine that has graced Scottish soil.
Linda, the man that has a wardrobe to die for!
Mateus, he already rocks Grant’s Whisky in Poland.
Unfortunately this inspiring gentleman couldn’t make it to the mixer but i’m certain we will meet somewhere in the world! Keep up the spirit hermano!