Atmosphere launched a new premium whisky into a cluttered market in a highly unique way.
Partnering with our sister companies in the King James Group (HammerLive events and Society social media agency), we conducted an integrated campaign which ran for just two weeks. Consumers could visit a highly visual, glamorous store in Melrose Arch in Jo'burg to bid on a bottle of Platinum Label™ in person, or they could do so on Facebook. The bottle was signed by a Master Scottish Blender, which increased its value. For a period of one weekend, the winning bidder was the only person in South Africa to possess a bottle of Platinum Label™ – a massive status ‘badge’. All the proceeds from the auction were donated to an NGO, South Africans Against Drunken Driving. Tactics included an exclusive launch event at the One-Bottle Liquor Store to start the bidding, where we hosted key celebrities, media and bloggers and influencers for the hand-over to highest bidder, a creative Platinum Label™ desk drop to key media, and key media and influencer whisky tastings with a global ambassador.