JIM BEAM WELCOME SESSIONS

HARNESSING THE POWER OF LIVE MUSIC TO BUILD BRAND EQUITY

Working with project lead Atypical Agency and the client team to launch a distinctive music property which had the long-term vision of building brand meaning by connecting consumers and trade through the passion point of music, while activating cross-channel sales-driving tactics from the start.

Strategic Consultancy | Design of Experiences and Assets for Non-premise, On-trade and Off-trade

THE CHALLENGE

As venues closed and socialising became outlawed during the pandemic lockdown, Jim Beam sought to build meaningful connections with consumer and trade audiences through any channel still open.

With a strong idea, and expertise in music, project Atypical Agency worked with Wonderworks to ensure a global idea could be executed consistently, and effectively across very different local market dynamics.

THE INSIGHT

Music has the ability to lift and connect people and to create long-lasting memories. Live music in particular fosters carefree moments of togetherness.

With the world shut down and no opportunities for live music performances, there was a clear opportunity for Jim Beam to fill the void and maximise its reputation as a welcoming spirit.

THE APPROACH

Atypikal’s concept was centred on capturing emotional, single take recordings of global artists performing unique tracks at live music venues that had played an important role in their early careers. Working with La Blogotheque, the team artfully orchestrated four digital performances that had Jack Garratt, Fontaines DC, José González and Wolf Alice returning to significant venues to connect with music fans unable to experience live music during lockdown.

With Aty pikal leading the production and social media execution, leading the production and social media execution, Wonderworks consulted to ensure the strategy was worked cross-channel, and created channel experiences and assets ready for local market execution.

THE WONDER

The campaign was live in summer 2021 with results including:

38 million views of the Welcome Sessions videos
160+ pieces of PR / social coverage reaching 50 million + consumers / 100% positive sentiment
Poland received recognition in the IWSR H1 2021 report for ‘Standout Brands and Strategies’ for their Welcome Sessions campaign

In Year 2 of the Welcome Sessions, which go live in 2022, Jim Beam is partnering with global icons, Muse. The sessions will also feature a wealth of live shows and channel activations with local market artists. We continue to work with Atypikal, and a new VIS ID developed by Turner Duckworth as the programme grows in success.

Watch this space for further updates.