To fight off competition from market leader Chivas, Johnnie Walker is betting heavily on building a brand identity closely identified with its target audience of 25-to 35-year-old trendy, professional men.
“We’re building on the idea that Johnnie Walker as a brand is about fun, but also substance,” said Michael Wu, creative director at Ogilvy.
“The idea of a pact made between young men, who are pushing for improvement in their lives and striving for success, is very ‘new China’ - the idea of progress also ties in with Johnnie Walker’s slogan ‘Keep Walking’.
“The target audience tends to see graphic novels as an alternative, but familiar, form of communication,” said Wu.
“Most of this generation grew up on gaming and spend a lot of time online - combining online with manga-style illustrations give us an opportunity to have a consistent, visual interface with visitors, while also telling a linear story in ways we couldn’t through stills.”
While fashion brands have been known to use manga-style illustrations, Wu considers it a novel approach in the liquor sector. Wu does not comment on why the site could not just as easily feature the TVCs in sequence.
“It’s a cost effective way of extending our earlier idea by less conventional means,” said Wu. As fans of comics will attest, graphic novels currently carry a strong crossover potential - both into other media and to merchandising.
Though the Johnnie Walker graphic novel is currently only online, Wu did not rule adaptations into other formats.
Johnnie walks on the net
SHANGHAI - The latest phase of Johnnie Walker's China campaign sees OgilvyOne taking its message online, morphing the narrative and personalities from the BBH-created television ads into a graphic novel.
