London cocktail week is one of the most creative trade show events in the entire country, bringing together some of the world's biggest spirits brands, most celebrated cocktail bars and most sought after bartenders and mixologists. The brainchild of the team at ‘DrinkUp.London’, the event’s cocktail village now takes over Old Spitalfields Market in London’s East End, as well as a number of bars and fringe spaces, with offers and special serves available in over 200 bars across the city. The RAWK Agency was onsite at Old Spitalfields all week activating #ScotchEggClub with the team from Dewar’s Blended Scotch.
Scotch Egg Club is Dewar’s new global campaign and, as their activation agency in the UK, we were tasked with delivering the campaign on the ground at this, its first outing in the UK. The activation was centred around a beautifully converted 1970’s Renault Estafette van supported by breakout activities and signage. After a period of planning and preparation, our first task was to organise the collection of this one of a kind asset, resplendent in layer upon layer of copper paint, and transport it safely from the conversion company to the event space in London before loading in and setting the scene.
Once the van was in situ, we worked with Jamie MacDonald, the brand’s Northern European Ambassador, and the other agencies involved to set and dress the space. Together, we built an immersive #ScotchEggClub environment that would capture consumer interest in this busy and creative marketplace and provide a number of opportunities for those consumers to then engage with both the brand and the wider campaign. As well as the van, which served pre-bottled Dewar’s cocktails, flights of Dewar’s Blended and Single Malt Whisky and a number of different flavours of scotch eggs, there were chances for consumers to win printed t-shirts and caps at the Chicken Bingo coop and a Polaroid wall for people to add their #ScotchEggClub selfies to.
The RAWK Agency’s role whilst the activation was live was twofold. Firstly, we provided a personal license holder to ensure the activation was in line with all legal requirements surrounding working with alcohol and worked with the brand and the bar team to ensure service was perfect every time. Secondly, we provided a member of our ambassadorial team to work as the ‘Chicken Master’, charged with directly interacting with consumers around the stand, greeting them and introducing them to the incredible Dewar’s product range, as well as, leading the Chicken Bingo on the stand.
The activation was a great success, and quickly became one of the standout spaces at the show. 1000 drinks and 1500 scotch eggs were sold and a huge numbers of target consumers, new and old, were introduced to the new #ScotchEggClub campaign. In addition, #ScotchEggClub received a number of mentions online and in the press as well as generating a high volume of social media posts on the hashtag.
If you would like advice on brand activation, or would like to discuss The RAWK Agency delivering or supporting activations for your brand. Please don’t hesitate to get in touch via hello@TheRAWKAgency.com or on 0131 208 3066 during business hours.