Creating a state-of-the-art, digital loyalty programme for Bushmills Irish Whiskey
Giants Are Rising
The Aim
Bushmills is a brand with a much celebrated history (all 400+ years of it!). But a less-than-historic digital experience was proving a barrier for consumers who were thirsty to hear more of our brand story. If the joy of whiskey is the words and stories shared between sips, we needed to embody that with a brand spanking new CRM platform that invites consumers into our rich heritage and opens up a two way conversation, connecting with them on every step from purchase to loyalty to advocacy and beyond.
Project
Brand Strategy
Brand Naming
Identity Design
Brand Story
Platform Development
Product Design
Communications & Advertising
Print Collateral & Merchandising
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The Game
Being the world’s oldest licensed whiskey distillery, we knew we had more than enough to reward our devotees. We just needed a catchy name and design first. And so the Bushmills Giants was born, named for the legendary Causeway of the North Coast we’re proud to call home.
Kicking off with an engaging through-the-line campaign, we called for Giants everywhere to rise, beginning with an online launch event tasting event hosted by none other than Bushmills Master Blender Alex Thomas and Brand Ambassador Lauren McMullan. Giants could avail of a custom miniature tasting kit of our single malt range and join in from home, as we also began to populate our new website with behind the scenes content, insider secrets and exclusive offers.
Hot on the heels was our Father’s Day campaign in which we created a truly unique Bushmills whiskey available to Giants only, opening a single cask maturing for 17 years to create just 600 miniature bottles of something that had never been tasted before and may never be tasted again. Not bad for our first three months!
The Fame
If we wanted a Giant response, that’s just what we got. In less than 2 days over 1200 Giants joined our tribe, with 1000 registering for the launch tasting event at 6 euro cost per recruit. Ad engagement was +5%, while our Father’s Day campaign struck a chord with sons and daughters everywhere.
With Bushmills Giants leaving a sizeable footprint on Ireland and the UK, we won’t stop there either. We’re currently planning a global roll out in markets that saw our success and said ‘we’ll have a taste of that”.
“Dynamo have been our creative and strategic partner since day one of developing our brand CRM platform, and they’ve shown every bit of creativity and strategic insight since then. The team deliver and quite often exceed expectations. However, most importantly, they’re not afraid to provide some alternate ways of executing the plan or activation, which we have always welcomed. We’ve always received honesty and transparency, and this is very important to us as we expand our CRM programme across global markets over the coming months and years to come.“
David Hackett
Global Brand Manager
Bushmills
