Visit of Formula 1 Champion Mika Häkkinen in Romania, as part of the Join the Pact campaign by Johnny Walker
Discipline. PR, SOCIAL MEDIA, BTL, EVENTS, INFLUENCER MARKETINGSector. FMCG
Overview
Together with Johnnie Walker®, we promoted responsible drinking by encouraging to not drink and drive. Consumers were invited to join the Pact campaign by adding their signature to an interactive app on the Facebook page of Johnnie Walker and by using the #ImNOTdriving hashtag in communication.
The campaign gathered more than 20K commitments from Romanians. To honor these promises, Johnnie Walker® offered more than 15K kilometers in free taxi rides in the main cities in Romania.
