Local markets often rebel against global marketing initiatives. So why not create work that is intended to be changed?
Whisky drinkers can be incredibly passionate about their tipple of choice. Glenfiddich came to us looking for a CRM solution that would build commitment among their customers. But we needed another audience to commit first: ten key countries that were historically quite dubious about ‘global’ initiatives.
Our solution was to create virtual lego. Different modules could simply be snapped together to suit each market. So they could dial up heritage in the US, or flavour in Australia.
The toolkit approach succeeded. Every key global market has joined the programme.