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Pernod Ricard owned whisky brand, Chivas and creative agency Impero have partnered to create an activation campaign to launch Chivas XV’s limited edition festive pack in celebration of Diwali.
Diwali is a Hindu festival of lights, celebrated as a religious holiday throughout India, falling between mid-October and mid-November.
For the occasion, Chivas has created a Diwali themed platform, ‘Light up the Night’, centred around family gathering, gifting and celebration.
Taking inspiration from this theme, Impero was tasked with positioning Chivas XV as the perfect gift for travellers looking to treat and light up the night for loved ones once reunited.
To launch the Diwali limited edition pack, and place Chivas XV front and centre of the celebration, Impero created a unique experience for Global Travel Retail (GTR) which consists of an in-store brand experience, a selfie zone photobooth, and an at-home personalised AR lens experience.
The AR experience allows travellers to share a personal gift for Diwali that lights up the night in more ways than one: a great gift of Chivas XV, a personalised fireworks message and a shareable moment to remember, all triggered by the package design.
Izette Kelly, Brand Manager, at Chivas says: “We are delighted to see ‘Light Up The Night’ come to life in GTR with this immersive activation. What’s more, for the first time, we are bringing the gift of Chivas XV into people’s homes with our AR experience. Thanks to our Impero team for ensuring that our consumers are able to connect and celebrate Diwali together with Chivas.”
Mike Tran, Creative Director at Impero adds: "Our research showed consumers were looking for unique and personal ways to mark the occasion, outside of traditional gifts. So we teamed up with our tech partners, ISD to develop an AR filter that enables consumers to turn the Chivas XV Festive Series pack into a shareable personalised virtual fireworks display, helping consumers create a unique and memorable moment for loved ones to celebrate Diwali together.”
The campaign goes live across GTR (digital OOH, social, L3F), in EMEA, South East Asia, Gulf and India and will run from Diwali to the end of the year.
