Challenge

The project presented a few hurdles; we needed to create more than just viral impact, it needed to drive sales, connecting the experience to both retailers and shopfronts. At the same time, we had to ensure the Johnnie Walker brand stayed front and centre, without getting overwhelmed in the Squid Game hype. The kicker was that alcohol sampling was not available at the event—to get people excited about a whisky they can't taste, we needed to put swiftly put our creative hats on.

Solution

We turned no-sampling into an advantage, crafting an immersive, consumer-led experience that put participants in the heart of the game that embodied Johnnie Walker's "Keep Walking" spirit. The experience was made to be less "product display", and more "interactive adventure". A passport program was created to incentivise visits to the Clarke Quay bars and FairPriceXtra was introduced on-site for on-ground purchase. Through it all, the limited edition bottle remained the focal point, ensuring a consistent brand narrative across all touchpoints.

Execution

To breathe life into our ideas, we anchored the experience the Passport Program, making it the key to unlocking an immersive adventure. Guests became players, creating personalised numbers and tackling Singaporean-nostalgic Squid Game challenges, while Johnnie Walker branding was subtly woven throughout the experience. Game wins earned passport points, and everyone received branded tokens. Without sampling, the passport drove traffic to Clarke Quay bars to enjoy Johnnie Walker beverages, and FairPrice Xtra was integrated for on-site purchases. Points unlocked exclusive merchandise, from tote bags to replica jackets, extending the experience beyond the venue.