Chivas 18 - Crowd Crew

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Created by Geometry Global Hong Kong
Creative Director - Paul Ho
Senior Art Director - Ricky Cheng

HOW WE USED THE POWER OF SOCIAL MEDIA TO BRING 18 PEOPLE TOGETHER WITH A FAMOUS DIRECTOR TO CREATE A FILM. AND BRING BACK HONG KONG’S IMAGE AS HOLLYWOOD OF ASIA.

THE PROBLEM
In HK Chivas Regal was perceived as mass alcoholic brand, hampering the overall brand image as people were looking for discernment and new experiences to enjoy whisky.

THE OBJECTIVE
Reappraise Chivas’s positioning as a premium Scotch through its 18-year-old variant.

THE SOLUTION
Globally, Chivas is a purveyor of film with partnership with Cannes Film Festival. We invited Hong Kong people to co-create the first crowd sourced Film together.

THE RESULTS
• Sales volume jumped 37% YoY
• Consideration level grew from 52% to 63% YoY
• Over 1,150,000 minutes of videos viewed