How Glenmorangie subverted marketing trends
In agency life it’s vital to stay on top of the latest market news and trends, so we’re always alert to what’s happening within the world of marketing.
A recent campaign that stood out was Glenmorangie’s (glen·muh·ran·jee) ‘Once Upon a Time in Scotland’. Directed by actor-come-director Joel Edgerton, of Star Wars and The Great Gatsby fame, and starring the iconic Harrison Ford, LVMH made clear its intention of wanting to be noticed.
Big names and bigger budgets are a staple of marketing campaigns these days, with a seemingly never-ending cycle of chasing that next viral sensation. This, coupled with the necessity to jump to the subsequent project before the current one has even finished, can lead to a lack of efficiency and focus. However, the Hungry Man team behind the ‘Once Upon a Time in Scotland’ campaign has looked to break this mould.
How has this campaign bucked marketing trends?
They bucked the trend of creating two, three or even four big campaigns a year in a climate where attention spans are short and there is a proliferation of adverts, to instead bring forward future marketing budgets to create a single, long-lasting campaign that will land brand awareness over an extended period.
‘Once Upon a Time in Scotland’ will feature a series of 12 chapters in short video format, with six released to date, all following on from the last to tell the story of Glemorangie’s mastery in production, the authenticity of the product and the heritage of the brand.
The result: a marketing campaign that stands out from the crowd
The result is a return to what makes a good marketing campaign great and standout from the crowd. Rich storytelling is imbued with an authentic narrative that creates a smooth finish to the captured content. Not a forced usage of budget and celebrity endorsement, which is refreshing. (View all the chapters released so far here.)
The well-balanced script (Ford supposedly improvised some of the wording himself) gives each chapter an authenticity that treads the line between promotion of the brand’s beliefs with a whimsical awareness of not wanting to follow the stereotypes. Pair this with the often-lacking genuine human element of the narrative and it feels like the campaign is on to a winner.
Only time (okay, and analytics) will tell the success of this activity, but that’s what the team set out to do. Create a campaign that stands the test of time and delivers meaningful results.
So join us in raising a toast to stepping back, focusing on the bigger picture and subverting the trends to create something that disrupts, all while landing a clear message.
Here at Blueprint Partners we understand the importance of taking time to stop and reflect, and see the whole for what it is – a sum of its parts. It is through staying true to our values and beliefs that we strive to create something for our clients that leaves a long-lasting impression that goes far beyond the initial moment of engagement.
For information on how Blueprint Partners can help you achieve your external engagement goals, pop us an email at hello@blueprintpartners.com.
Images: Glenmorangie.
