Creating a Narrative 100 Pipers

Effective marketing means connecting with your audience in a meaningful way through engaging storytelling. This is why when Seagram’s 100 Pipers Scotch Whisky launched in Myanmar, they enlisted MVA as their creative agency of choice to lead the launch campaign that would turn heads and drum up new customers. As one of the most popular whiskey brands in the world, we had an excellent brand reputation to build upon. The story is ingrained in the product so it was a matter of finding a way to deliver the message that would establish a connection and bond with the target audience.

Creating a Connection

Relating to your customer is the key to a successful campaign. This means creating a meaningful connection with them based on the foundation of empathy. Without empathy, you won’t be successful in selling them anything. You have to understand your audience and show them that you can solve their struggle or enhance their lives. According to scientist Dr. Paul Zak, telling emotional and character-driven stories boost the levels of oxytocin in the brain. This results in the feeling of empathy. Marketing strategist and author Claire Brooks says, “Storytelling which evokes empathy for customers is proven to be a powerful way of communicating strategy to employees at every level of the organization and inspiring effective strategic action. It should attract as much creativity and investment in time as brand storytelling through marketing communications.” With these key concepts in mind, we built an innovative advertising campaign for Seagram’s100 Pipers that positioned them at the top of the Myanmar market.

Relating to your customer is the key to a successful campaign. This means creating a meaningful connection with them based on the foundation of empathy. Without empathy, you won’t be successful in selling them anything. You have to understand your audience and show them that you can solve their struggle or enhance their lives. According to scientist Dr. Paul Zak, telling emotional and character-driven stories boost the levels of oxytocin in the brain. This results in the feeling of empathy. Marketing strategist and author Claire Brooks says, “Storytelling which evokes empathy for customers is proven to be a powerful way of communicating strategy to employees at every level of the organization and inspiring effective strategic action. It should attract as much creativity and investment in time as brand storytelling through marketing communications.” With these key concepts in mind, we built an innovative advertising campaign for Seagram’s100 Pipers that positioned them at the top of the Myanmar market.

100 Pipers's True Blend of Friendship Image

Marketing, with Flexibility

This is why MVA developed a commercial that was compatible for mobile marketing formats as well as conventional TV outlets. This flexibility means that our client was able to target a very wide and captive audience, as well a niche target audience using the same media, adapted for each purpose.

Reach out to MVA today to start a conversation and let’s see how we can build your brand’s strategy through storytelling.

10 October 2019