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Compass Box Whisky
The Client
Total Wild Posting® impressions
Los Angeles Wild Posting® impressions
New York City Wild Posting® impressions
Compass Box Whisky is a progressive Scotch whisky company known for its innovative approach to blending and production. Founded in 2000 by American entrepreneur John Glaser, the former marketing director at Johnnie Walker, Compass Box aims to make the world of Scotch whisky more exciting and accessible.
It has created a diverse range of high-quality blended Scotch whiskies. Unlike traditional distilleries, it focuses on selecting and blending whiskies from various distilleries to craft unique and flavorful expressions.
The client wanted to increase brand recognition in the United States. It had done a previous Wild Posting® campaign in London and really liked the guerilla aspect of it. After considering the best way to gain brand recognition in the U.S., it decided to go with Wild Posting® again since it fits the brand.
We originally contracted two to four 36-inch x 24-inch posters in each of 40 locations, but a month before the start date, the client wanted to dial down the number of locations in order to allow more posters per location. We settled on four to six 36-inch x 24-inch posters per location to guarantee all of the five creatives would post at all locations.
Luckily, the client had initially reached out about three months before the campaign started to start the process (most clients reach out a week or two before their start date), so this helped us with plenty of time to plan.
Compass Box Whisky combines tradition with modernity in a way that keeps whisky enthusiasts intrigued and engaged, making it a standout and edgy brand in the market. Wild Posting® reflected that brand identity and allowed the client to build on a previous successful campaign.
We had our install team record themselves posting a few locations, and we created a sizzle reel the client posted on its Instagram. It received more than 100 engagements. The client told us afterward, “That was so cool!”
A behind-the-scenes sizzle reel of our install team showcasing the Compass Box Whisky Wild Posting® campaign in action.
The client provided a list of target areas in each city where Scotch lovers flocked. Our installation team excelled, not only hitting those targets but also adding a few extra locations and more than the requested four to six posters per location.
We did 20 locations for two weeks in five cities: New York City, with locations including Greene Street, Broadway, Franklin Street and more
Across five cities, we delivered more than 28 million impressions from our Wild Posting® campaign:
Gino Sesto, Founder & CEO, DASH TWO
The client absolutely loved the Wild Posting® campaign. It underscored for us how perfectly this medium matches with an edgy client.
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