The First Ever Bushmills Charity Auction
Putting The Cause Into Causeway
The Aim
After successfully creating and launching Bushmills CRM platform (then called Bushmills Giants), we were given a mouth-watering challenge to celebrate the end of its first year live. The 2021 Causeway Collection was a series of ultra-premium, limited-edition single malt whiskeys, with each expression exclusive to a single market. This meant collectors were unable to ever get their hands on all of them in one place. Until now!
We were entrusted with 12 complete sets of the full collection in miniature form, the only full sets in existence, and tasked with using them to increase member sign-ups while also maintaining and supporting the high-end nature of the collection.
Project
Creative Concept
Product Innovation
Brand Identity Packaging Design
Online Auction
CRM
Advertising Campaign
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The Game
With both our community and the collection named after the iconic Giant’s Causeway, we realised this was an epic opportunity for the brand to give back to the environment from which it has taken so much inspiration. So, we created the first ever official Causeway Collection auction, an online event with all proceeds donated to the Causeway Coast and Glen’s Heritage Trust. We advertised the event to existing and prospective members, inviting them to “Savour The Causeway”, designing and producing a luxury boxset in-house to host our precious cargo.
The Fame
Our original target was 300 new members to bring us to a total of 4,000. In total, we enlisted 2,625, bringing us over the 6,000 mark total. Having set a minimum target of £500 per box, our winning bids ranged from £2,420- 4,580 and overall raised a staggering £46,820 for the preservation of the Causeway. A Giant success!
