CHIVAS Pitch Saatchi & Saatchi 2010

SHANGHAI
PITCH RESPONSE
March 23rd, 2010
1
SHANGHAI

SHANGHAI
Justin Billingsley
Greater China CEO
Justin has held marketing leadership roles on some of the world s leading brands in his
career as a client before joining Saatchi & Saatchi.
He was most recently the Marketing Director of Orange, the most loved and admired
telecoms brand in the UK. His role included advertising, direct marketing and retail
marketing with an annual spend in excess of ½ billion US$.
Prior to this Justin was a Global Marketing Director for Nokia leading marketing for
the fashion, music and lifestyle portfolio globally and the marketing execution for
Nokia across Asia.
Justin also spent 9 years in a variety of leadership functions in The Coca-Cola
Company. He started with Coca-Cola in Australia then moved to New Zealand to
lead marketing there. His next assignment was in Indonesia where he worked to build
distribution and portfolio across the Indonesian archipelago as Country Marketing
Manager. Following this role Justin worked in the Coca-Cola global head office in
Atlanta USA, as Global Brand Manager for Sprite and Coca-Cola. He was then
promoted again at Brands Director for all company brands in the UK one of the
world s most competitive beverage markets.
Justin started his career with Unilever in Australia prior to joining Coca-Cola.
His role as Greater China CEO for Saatchi & Saatchi is the first with an agency but he
brings with him over 16 years of working as a client to some of the best agencies on
the planet. With them even just in the past 4 years he has won a range of awards for
advertising and marketing excellence, including: 3 Cannes Lions (including one gold),
3 D&AD pencils and 2 Webby awards for excellence in Digital.

SHANGHAI
Edmund has been with Saatchi & Saatchi since 1991 and is one of the most
awarded creative directors in Asia, with many regional and international
accolades - including 15 Cannes lions.
His first 9 years were spent at Saatchi & Saatchi Singapore, on accounts including
Procter & Gamble, Sony, Hewlett Packard, The Singapore Navy and Toyota.
The work on these accounts garnered many creative accolades for the
agency. Which eventually resulted in Saatchi & Saatchi Singapore attaining the
coveted Ad Age Agency of the Year award in 1997.
In 2001, Edmund moved to Malaysia, to take up the post of Executive Creative
Director where he not only played a lead role in re-building Saatchi & Saatchi
Malaysia from scratch, but creatively putting it on the map - the agency
produced some of the most popular work for Toyota in Asia and was named
Agency of the Year four times.
In 2005, he took on the role of ECD for Indonesia too. Under his creative leadership,
Saatchi & Saatchi Jakarta went on to win Indonesia s Agency of The Year in 2006.
In 2008, he was handed the creative reins for Greater China, and made a
member of the Worldwide Creative Board.
He now lives in Beijing with his lovely wife Connie and their three monsters Caitlin
Dian, Christian Kai and Chelsea Mei.
Edmund Choe
Chief Creative
Officer
Greater China

SHANGHAI
Jenny Low
Client Service
Director
19 years of marketing communication experience including 12 years in China.
Jenny has much consumer marketing experience with FMCG brands. Her key clients
include Unilever (Dove, Pond s, OMO, Comfort), Kodak, Duracell, Hersheys, Arnotts,
Bistol Mayer Squibb, J&J Baby etc.
She spent 10 years at Ogilvy & Mather (Singapore & Shanghai) working intensively on
Unilever brands, 2 years at Lowe (Shanghai) primarily on Unilever brands along with
some Southeast Asia, Greater China and Asia Pacific regional experience for other
brands.
Jenny also had some client background at Motorola South Asia and Esprit Singapore.
Jenny has been with Saatchi & Saatchi for 5 ½ years working on General Mills,
Nippon Paint and local businesses etc. Her roles include brand planning, account
management, training and new business development.
Her heartfelt reward was the First Asia Pacific Effie Gold Award for the People s
Republic of China on Nippon Paint in 2008.

SHANGHAI
Yew Fei Cheong
Group Creative
Director
18 years of advertising experience including 11 years in China.
He has worked across a broad spectrum of clients like Dewar s, Ferrari, Range Rover,
Toyota, Volkswagen, Tiger Beers, Heineken, Becks Beer, Coca Cola, Wall s, Sony,
Nokia, Siemens, HSBC, Walls, Kang Shi Fu, Vanke, Hilton Hotel etc.
Key existing clients are Chrysler, Starbucks. General Mills, Kraft, Nippon Paint etc.
Yew Fei has won the First Asia Pacific Effie Gold Award for Nippon Paint China. Prior to
that he had 2 Gold and 1 Bronze in China Effie Awards (Effectiveness in Advertising)
for Kang Shi Fu Ice Tea and Vanke s Corporate.
He has also received over 30 international creative awards at Cannes Festival,
London Advertising Festival, Media Advertising Awards (Asia), Art Directors Club, NY
Festivals, HK 4A Award, China Advertising Fest, etc.

SHANGHAI
Jonathan Ip
Interactive Creative
Director
10 years of interactive field experience in US, HK and China. Joined Saatchi &
Saatchi China at 2007. Jon specializes in creating user-centric online experience,
interface design, eCommerce website and online marketing campaign.
His portfolio covers all kinds of accounts in US, HK and China, includes: Tiffany &
Co , Grand Marnier, Nike Basketball, Crest, Mead Johnson, Nippon Paint, Kraft,
Ann Taylor Loft, Hallmark Entertainment, Kodak, Intel, Schindler Lifts, Eastsidaz.
His forte lies in conceptualizing for the new media, online strategies, online
gaming and creative executions for integrated campaign.
Jon is a born perfectionist, every work he leads reaches the highest standard. He
believes: To create a successful interactive work, who must have a deep
understanding of user behavior, in order to provide a total virtual experience.
With his sharp sense, he always can dig out something extraordinary from ordinary.

SHANGHAI
Aliango Lai
Associate Creative
Director
Prior to advertising, Aliango was a butcher, salesman, teacher and a military
officer
Aliango has 8 years of advertising experience with 2 and a half years in China.
He has worked on HP, Taiwan Telecoms, Taiwan Mobile, WWF, Kao, Tsingtao
Beer, Chinese liquor.
His existing client includes Nippon Paint and local Chinese brands.
Aliango has won several China Great Wall Awards and recently named 2009
Top Ten Chinese Copywriters in China.

SHANGHAI
Thomas Yuan
Regional Account Director
Working in Ogilvy & Mather China since 1994, Thomas later became an Account
Director at Ogilvy Shanghai for 4 years, after that a GAD for the MARS Greater China
account at Nitro Ads. Top tier brands he worked with range from FMCG ( Pepsi, Vita
soy, Dove chocolate, M&Ms, Snickers, Cheetos,); luxury goods (Hennessy, Dunhill );
airlines & hotels (Singapore Airlines, ITT Sheraton, Conrad); IT (IBM, Intel ) to QSR (Pizza
Hut).
He was a Director of Marcom & Strategic Planning in 2006 for Media Sky, managed
a 20 people IMC team, and undertook all marcom and event activities for 12
publications; including the Shanghai Morning Post and Shanghai Times; the No.1
daily and No.1 weekly in Shanghai.
Before joining Saatchi & Saatchi, Thomas worked for Zenith PR as their Chief
Consultant, IMC., campaigns he worked on including the China launch of Ford S-
MAX, strategic IMC planning for SAIC Roewe 750; and the global PR platform
activation planning for Remy Martin s Louis XIII.
Thomas now works on the General Mills Greater China account ( Wanchai Ferry,
Bugles, and Trix ) at Saatchi & Saatchi Shanghai.

SHANGHAI
Lin traded her plan to become an academic for being a planner 11 years ago and still
can't believe how much more fun it is.
She started out with BBDO Toronto, where she was trained on FMCG accounts like
Campbell s and Bestfoods, and has since moved to the U.S. marked and worked for
R/GA, TBWA, and Marc on accounts including Subaru, Apple, J&J, Pennsylvania Lottery,
the National Epilepsy Foundation (pro bono) and Girls Math and Science Partnership
(public service).
In 2008, she came back to China with TBWA's Media Arts Lab to start the new office,
and has been addicted to experiencing the most exciting dynamic market in the world
first hand.
Since she joined Saatchi in 2009, she has been responsible for the brand strategy for HP,
the leading fashion wig manufacturer Rebecca, as well as China's largest SNS,
renren.com.
Lin is a native of Nanjing, China. After high school she left for Canada to study, earning
her M.A. degree from McMaster University, Canada.
Lin Liu
Strategic Planner

SHANGHAI
Don t tell me you re funny.
Make me laugh

SHANGHAI
BEIJING
95
GUANGZHOU
195
HK
36
SS Energy
Source
24
SHANGHAI
74
TAIPEI
42
OUR PEOPLE IN 6 OFFICES
Account: 35%
Planning: 5%
Creative: 40%
Studio: 10%
Back Office support: 10%

SHANGHAI
SOME OF OUR PARTNERS GREATER CHINA

SHANGHAI
Top 10 clients: 70% Global; 30% Local
TOP 10 CLIENTS

SHANGHAI
LOVEMARKSBRANDS
Generate Respect
Are owned by
companies
Generate Love and
Respect
Are owned by people
Sustain
performance
Accelerate
performance
Generate loyalty for
a reason
Generate Loyalty
beyond Reason
BRANDS vs. LOVEMARKS

SHANGHAI
2010 AgencyScope Survey

Spontaneous awareness
1. Agency Image Overview
Base: 188 advertisers
Ø Agencies that have increased ranks
in 2010 are Saatchi & Saatchi, BBDO,
EuroRSCG, Y&R, Lintas, Lowe, BBH,
W+K.
Ø Agencies that have dropped ranks
are Leo Burnett, Dentsu, McCann,
Grey, Publicis, Bates, Hakuhodo.
Ø Agencies that have not moved ranks
are Ogilvy, JWT, DDB, ADK, TBWA.
Top 20 Agencies
Ranking %
2010 2 44.1
2008 4 29.1

Agency Perception vs. Market Average
2. Agency Perception
Base: 188 advertisers. (Number of mentions)
0.0
10.0
20.0
30.0
40.0
Original Creativity
Effective Creative
Account Service
Strategic
Planning
Integrated
Services
Production
Execution
Value for Money
Int. Network
Saatchi & Saatchi
All agency's av.
Top 15 av.

9,0
OVERALL TOP 10
Perception Ranking
2. Agency Perception
1
(1.0)
2
(2.4)
4
(4.3)
5
(5.1)
3
(3.6)
Base: 188 advertisers
6
(7.0)
7
(8.0)
8
(9.0)
9
(9.1) 10
(10.3)
Ranking Average
2010 3 3.6
2008 5 5.0

SHANGHAI
2 EFFIE-AWARD-WINNING CASES THAT
ECHO THE CHIVAS CHALLENGE
MAKE HP RELEVANT,
COOL & BOUGHT BY <25
TARGET, WHEN CENTRE
OF GRAVITY FOR THE
MARKET IS TO CHEAP
GENERIC BEIGE BOXES .
BREAK THE PAINT
TECHNOLOGY RAT-RACE
BY CREATING A
EMOTIONAL
CONNECTION TO
NIPPON PAINT THAT
INCREASES PREMIUM
AND DRIVE PAINTING
BEHAVIOR.

SHANGHAI
Campaign Website www.hpmystage.com:
Print Ad (Mag): Banner & Flash -Movie Online Ad:
Events:
OOH
Partnerships:
TV tie-in w/ Enlight TV:
(Program = )
Finale (The Book):

SHANGHAI
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are needed to see this picture.
CLICK VIDEOCLICK VIDEO

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31
BRAND
BRAND PLATFORM
EXUBERANT LUXURY
BRAND PLATFORM
EXUBERANT LUXURY
2010/11
VISION
STRATEGY
OBJECTIVE
KEY REASON TO BELIEVE
AN ICONIC WHISKY OF
EXCEPTIONAL QUALITY
WITH A NOBLE AND
LEGENDARY HERITAGE TO
RELISH DRINKING AND
SHARE
AN ICONIC WHISKY OF
EXCEPTIONAL QUALITY
WITH A NOBLE AND
RELISH DRINKING AND
SHARE
UCCA
CHIVAS INSPIRES MEN TO
SEEK A HIGHER LEVEL OF
FULFILLMENT
UCCA
FULFILLMENT
PASSION
BROTHERHOOD
PLEASURE
AUDACITY
CHARISMA
EXCLUSIVITY
GLAMOUR
CHIVAS IS A PIONEERCHIVAS IS A PIONEER
AMONGST YOUNG A
PREMIUM TRENDSETTERS
BEING THE FIRST & MOST
INNOVATIVE IN EVERYTHING
WE DO
AMONGST YOUNG A
WE DO
.IN THE PRESTIGE
CATEGORY, LEADING THE
WAY TO A NEW TYPE OF
PRESTIGE: SELF-EXPRESSION,
A NEW AND LESS FORMAL
LUXURY, PERSONALISED
SUCCESS
.IN THE PRESTIGE
SUCCESS
.IN NEW OUTLETS,
CHANNELS AND
OCCASIONS. OPTIMISTIC
AND ENTREPRENEURIAL
.IN NEW OUTLETS,
CHANNELS AND
OCCASIONS. OPTIMISTIC
AND ENTREPRENEURIAL
INJECT PIONEERING AND
TRENDSETTING DIMENSION
INTO CHIVAS12 TO DRIVE
BRAND DYNAMISM AND
ASPIRATION AMONG
PREMIUM SPIRITS
CONSUMERS
BRAND DYNAMISM AND
ASPIRATION AMONG
PREMIUM SPIRITS
CONSUMERS
BUILD PRESTIGE BRAND
IMAGE THROUGH
FOCUSED DEVELOPMENT
FOR CHIVAS18 AND
CHIVAS25
IMAGE THROUGH
FOCUSED DEVELOPMENT
FOR CHIVAS18 AND
CHIVAS25
EXPLORATION &
EXPANSION IN NEW
DISTRIBUTION AND NEW
OCCASIONS
EXPLORATION &
EXPANSION IN NEW
OCCASIONS
YOUR BRIEF

SHANGHAI
TO DELIVER YOUR BRIEF WE NEED TO:
FACE 5 CHALLENGES
HARNESS 3 CULTURAL INSIGHTS
GRAB 5 OPPORTUNITIES
THEN
EXECUTE WITH EXCELLENCE AT EVERY TOUCHPOINT.
WINNING IN 2010

SHANGHAI
34
LOST THE
PIONEERING
SPIRIT
CHALLENGE 1: PIONEERING
FROM YOUR BRIEF:
CHIVAS WAS THE PIONEER OF THE WHISKY CATEGORY IN CHINA,
REPRESENTING INDIVIDUAL LIBERATION AT THE HEART OF THE
COMMUNITY
HOWEVER, CHIVAS IS LACKING PERCEIVED PRESTIGE, AND
LOSS OF APPEAL AMONGST YOUNG AND PREMIUM TRENDSETTERS:
BECOMING LESS SPECIAL AND FOR NON-ADVENTUROUS
DRINKERS.
HOW DO WE PIONEER AGAIN?

SHANGHAI
35
LOST THE
PIONEERING
SPIRIT
WHAT IS PIONEERING ?
PROGRESSIVE
AUTHENTIC LEADERSHIP
PIONEERING
PUSHING FORWARD,
BEING INNOVATIVE,
MAKING CHANGE.
OWNING THE
AGENDA, TRUE TO
PURPOSE AND
CHARACTER
IN FRONT,
RECOGNISED AS
A LEADER AND
ACTING LIKE
ONE.

SHANGHAI
36
LOST THE
PIONEERING
SPIRIT
WHAT IS PIONEERING ?
PROGRESSIVE
AUTHENTIC LEADERSHIP
PIONEERING
PUSHING FORWARD,
BEING INNOVATIVE,
MAKING CHANGE.
OWNING THE
AGENDA, TRUE TO
PURPOSE AND
CHARACTER
IN FRONT,
RECOGNISED AS
A LEADER AND
ACTING LIKE
ONE.
PIONEERING IS MORE THAN HIGH-TECH, LATEST GADGETS,
COOL NEW NEW THINGS.
PIONEERING IS MORE THAN HIGH-TECH, LATEST GADGETS,
COOL NEW NEW THINGS.

SHANGHAI
37
CHALLENGE 2: ROLE OF BTL CAMPAIGN
FROM YOUR BRIEF:
AFTER Y1, LWC CAMPAIGN IS WELL PERCEIVED BY CONSUMERS
WHILE IT IS STILL QUITE ABSTRACT FOR THEM TO UNDERSTAND THE
ESSENCE;
DEEPEN CONSUMER UNDERSTANDING OF CHIVALRY SPIRIT
THROUGH 4 VALUES THAT REPRESENT LWC -> VOC CAMPAIGN TO
HELP EXPLAIN THESE
VOC CAMPAIGN HIGHLY RECALLED AND INCREASE THE BRAND
ATTRIBUTE OF A BRAND OF CHIVALRY SIGNIFICANTLY
DID THAT COME AT THE EXPENSE OF BEING PIONEERING? OF
BEING A TRUE CHIVAS BRAND EXPERIENCE?
BTL
EXPLAINING
LIVE WITH
CHIVALRY

SHANGHAI
38
CHALLENGE 2: ROLE OF BTL CAMPAIGN
ROLE OF BTL IS TO:
IMMERSE THE CONSUMER IN THE AUTHENTIC CHIVAS BRAND
EXPERIENCE, WHETHER EVENT, DIGITAL, IN-OUTLET EXPERIENCE
TO DRIVE BRAND BONDING AND CHANGE CONSUMER
BEHAVIOR. NOT EXPLAIN THE ADVERTISING.
BTL
EXPLAINING
LIVE WITH
CHIVALRY
PROMPTED AWARENESS:
UNPROMPTED AWARENESS
UNPROMPTED CONSIDERATION
PURCHASE INTENT
PURCHASE (SHARE)
LOYALTY (REPEAT)
OPTIMALLY IT WORKS AT
THESE 3 CRITICAL PINCH
POINTS IN THE PURCHASE
FUNNEL

SHANGHAI
39
CHALLENGE 3: BTL IDEAS THAT LAST
THE OBJECTIVE IS TO CHANGE BEHAVIOUR, NOT JUST ATTITUDE.
HOW DO WE INVEST IN IDEAS THAT LAST, AND ARE BIGGER THAN
A BRANDED PARTY?
CHANGING
BEHAVIOR
BEFORE AND
BEYOND THE
ACTIVATION
ENGAGEMENT/
BONDING
TIME

SHANGHAI
40
A BRANDED PARTY?
CHANGING
BEHAVIOR
BEFORE AND
BEYOND THE
ACTIVATION
ENGAGEMENT/
BONDING
TIME
CONTENT
DIGITAL ACCESS TO IDEA
CRM
EVANGELIST PROGRAMS
ENROLMENT
CO-CREATION
KOL CONNECT

SHANGHAI
41
A BRANDED PARTY?
CHANGING
BEHAVIOR
BEFORE AND
BEYOND THE
ACTIVATION
ENGAGEMENT/
BONDING
TIME
CONTENT
CRM
EVANGELIST PROGRAMS
ENROLMENT
CO-CREATION
KOL CONNECT

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42
CHALLENGE 4: BIG AND SPECIAL
THE CHALLENGE FACED BY MASS PRESTIGE BRANDS IS THE
FOLLOWING PARADOX:
HOW DO WE STAY SPECIAL,
WHILE WE GET BIG?
HOW DO WE STAY INTIMATE, HOW DO WE STILL FEEL PERSONALLY
CONNECTED, A BADGE FOR OUR LOYALISTS WHEN OUR SCALE
CHALLENGES INTIMACY, OUR CONSUMER BASE CHALLENGES
SPECIAL?
THERE WILL ALWAYS BE A NEWER, SHINIER BADGE AVAILABLE.
THE MASSTIGE
PARADOX

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43
CHALLENGE 4: BIG AND SPECIAL
USING SCALE TO DRIVE SPECIALNESS:
UBIQUITY: AVAILABILITY FOR WHEREVER YOU CHOOSE TO BOND
TONIGHT
CONSISTENCY: TRUSTED DELIVERY OF THE SAME GREAT DRINKING
EXPERIENCE
AUTHENTICITY: GET WHAT YOU PAID FOR
ACCEPTABILITY: REDUCED RISK OF REJECTION
INNOVATION: SCALE MEAN INVESTMENT IN DOING BIGGER,
BETTER AND MORE SPECIAL EXPERIENCES.
THE MASSTIGE
PARADOX

SHANGHAI
44
CHALLENGE 5: BRAND ARCHITECTURE
EXPANDING THE BRAND FOOTPRINT THROUGH PORTFOLIO:
EXPANDED MEANING
EXPANDED OCCASIONS
EXPANDED MARGINS (WAM)
EXPANDED PRESENCE
PORTFOLIO
ARCHITECTURE: 1
MASS AND 2
NICHE

SHANGHAI
45
LOST THE
PIONEERING
SPIRIT
BTL
EXPLAINING
LIVE WITH
CHIVALRY
CHANGING
BEHAVIOR
BEFORE AND
BEYOND THE
ACTIVATION
THE MASSTIGE
PARADOX
PORTFOLIO
ARCHITECTURE: 1
MASS AND 2
NICHE
5 CHALLENGES
FACE 5 CHALLENGES

SHANGHAI
When luxury handbags and
watches become pedestrian,
owning them is no longer a badge
of success
1. The new luxury - life experience
EXUBERANT LUXURY = EXUBERANT LIFE STORIES
Driven both by the search for new
status symbols and deeper
meanings in life, the young and
successful are seeking life
adventures
Chinese elite - the rock stars in
business - are leading the way in
showing off a free and romantic
lifestyle that only the very
successful can afford

SHANGHAI
1. Young Chinese are increasingly
vocal about being proud of their
heritage, a trend accelerated by
the hosting of the Olympics
2. THE SURGE OF CHINESE PRIDE
2. The rise of Chinese arts, cinema,
music, fashion, and sports serves as
focal points to the surging pride
3. Western brands are increasingly
expected to nod to China s as a
gesture that they are taking this
market and its consumers seriously
YOUNG PEOPLE ARE PROUD OF THE MODERN CHINA
QuickTime?and a
decompressor

SHANGHAI
1. The post-80s are actively
participating partly because
they re the loneliest generation in
China
3. Post- 80s participate and co-create
2. Unlike previous generations, this
generation chose their own idols
and stars
3. Brands that leverage this well
get a chance to pull ahead
PEOPLE WANT TO OWN THE IDEA, TO SHAPE IT, TO FINISH IT AND TO CELEBRATE WHAT
THEY DID.

SHANGHAI
IMPLICATION
TO BECOME A PIONEER AGAIN, CHIVAS NEEDS TO DELIVER UNIQUELY
EXUBERANT LUXURY EXPERIENCES THAT ARE PROUDLY CHINESE, AND GIVE
PEOPLE WAYS TO OWN THE IDEA, TO SHAPE IT, AND TO FINISH IT AND TO
CELEBRATE.

SHANGHAI
52
LOST THE
PIONEERING
SPIRIT
BTL
EXPLAINING
LIVE WITH
CHIVALRY
CHANGING
BEHAVIOR
BEFORE AND
BEYOND THE
ACTIVATION
THE MASSTIGE
PARADOX
PORTFOLIO
ARCHITECTURE: 1
MASS AND 2
NICHE
PIONEERING
EXUBERANT
LUXURY
CHALLENGES:
EXPERIENCING
CHINA CHIVALRY.
UNIQUELY
CHIVAS.
IDEAS WITH A LIFE
BEYOND A PARTY
TIERED ACROSS
TARGETS AND
CONSUMPTION
LOYALTY
CHIVAS
PORTFOLIO.
DIFFERENTIATED &
EQUITY FLOWS
MODERN CHINESE PRIDE PARTICIPATION DRIVEREDEFINING LUXURY

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53
CHINESE EXUBERANT LUXURY
CHINESE CHIVALRY IS:
Brotherhood ( ).
Yiqi ( ) the virtue of putting
your brothers first at the expense
of hurting yourself
Being rigorous in pursuing your
dreams in the most dynamic
place on earth
The romance of life - the ability
to fall in love with the beautiful
and sensuous things
EXPERIENCING
CHINA CHIVALRY.
UNIQUELY
CHIVAS.
CHINESE CHIVALRY IS NOT:
A set of virtues prescribed by
an institution
Being rigorous in religious faith
Courtly love and chastity,
respect for women

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55
IDEAS THAT BURN LONGER
THIS IS NOT A NEW IDEA FOR A PARTY.
IDEAS WITH A LIFE
BEYOND A PARTY
ENGAGEMENT/
BONDING
TIME
CONTENT
CRM
EVANGELIST PROGRAMS
ENROLMENT
CO-CREATION
KOL CONNECT
EVENTS
HAPPENINGS
EXPERIENCES

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56
TIERED TO REACH FURTHER
IDEA THAT WORKS ACROSS TARGETS AND ACROSS LOYALTY
TIERED ACROSS
TARGETS AND
CONSUMPTION
LOYALTY
KOL S/EVANGELISTS
WEEKLY SOCIALS
MONTHLY+
OPPORTUNISTS
LEADING
EDGE
EXPLORERS
SUCCESSFUL
DISCERNERS
MATERIALISTIC
GO-GETTERS
INDEPENDENT
PARTY GOERS

SHANGHAI
57
PORTFOLIO ARCHITECTURE
A CLEAR BRAND ARCHITECTURE THAT STRETCHES CHIVAS
EXUBERANCE/EXTRINSICBIAS
CHIVAS
PORTFOLIO.
DIFFERENTIATED &
EQUITY FLOWS
LUXURY/ INTRINSIC BIAS
THE CHIVAS EXUBERANT LUXURY FOOTPRINT
PASSION
BROTHERHOOD
PLEASURE
AUDACITY
CHARISMA
EXCLUSIVITY
GLAMOUR

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58
PORTFOLIO ARCHITECTURE
CHIVAS
PORTFOLIO.
DIFFERENTIATED &
EQUITY FLOWS
PASSION
BROTHERHOOD
PLEASURE
AUDACITY
CHARISMA
EXCLUSIVITY
GLAMOUR
MATERIALISTIC GO-GETTERS
INDEPENDENT PARTYGOERS
LEADING EDGE EXPLORERS
SUCCESSFUL DISCERNERS

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59
3 PORTFOLIO CHALLENGES
CHIVAS
PORTFOLIO.
DIFFERENTIATED &
EQUITY FLOWS
PASSION
BROTHERHOOD
PLEASURE
AUDACITY
CHARISMA
EXCLUSIVITY
GLAMOUR
HOW DOES CR12 CONSTANTLY
REINVENT EXUBERANT LUXURY TO
PROTECT REPOSITIONING BY
OTHERS
HOW DO WE MAXIMISE EQUITY
FLOWS ACROSS THE PORTFOLIO.
ESP CR18 to CR12
HO
W
DO
ES CR25
EXTEND
THE BO
UNDARY
O
F EXUBERANT LUXURY

SHANGHAI
POSITIONING
SUB BRANDS
AN ICONIC WHISKY OF EXCEPTIONAL QUALITY WITH A NOBLE AND LEGENDARY HERITAGE TO
RELISH DRINKING AND SHARE
BTL ARCHITECTURE
ESSENCE EXUBERANT LUXURYEXUBERANT LUXURY
DIMENSIONS PASSION BROTHERHOOD PLEASURE AUDACITY CHARISMA EXCLUSIVITY GLAMOURPASSION BROTHERHOOD PLEASURE AUDACITY CHARISMA EXCLUSIVITY GLAMOUR
LIVE WITH CHIVALRYLIVE WITH CHIVALRY BLENDED FOR PURE PLEASUREBLENDED FOR PURE PLEASURE LEGENDARY, GLAMOROUS LUXURYLEGENDARY, GLAMOROUS LUXURY
BTL STRATEGIC OBJECTIVES:
HOW DO THE BTL PLATFORMS CONNECT WITH EACH OF THE
SUB-BRAND PROPOSITIONS?
HOW DO THE BTL PLATFORMS LINK TOGETHER TO SUPPORT
EXUBERANT LUXURY

SHANGHAI
POSITIONING
SUB BRANDS
BTL IDEA
ACTIVATION
BTL IDEABTL IDEA BTL IDEABTL IDEA
BTL IDEABTL IDEA
BTL ARCHITECTURE
BTL ACTIVATIONBTL ACTIVATION BTL ACTIVATIONBTL ACTIVATION
BTL ACTIVATIONBTL ACTIVATION

SHANGHAI
POSITIONING
SUB BRANDS
BTL IDEA
ACTIVATION
BTL IDEABTL IDEA
BTL ARCHITECTURE
BUT CONSUMERS DON T SEE
POWERPOINT, THEY JUST HAVE
THE BTL EXPERIENCES. SO THE
IMPORTANT QUESTION IS .
BUT CONSUMERS DON T SEE
POWERPOINT, THEY JUST HAVE
THE BTL EXPERIENCES. SO THE
IMPORTANT QUESTION IS .

SHANGHAI
POSITIONING
SUB BRANDS
THEY BELIEVE THAT
CHIVAS IS
BECAUSE THEY
EXPERIENCED
BTL IDEABTL IDEA
BTL ARCHITECTURE
HOW WILL THE CONSUMER
EXPERIENCE LADDER INTO
EXUBERANT LUXURY?
HOW WILL THE CONSUMER
EXPERIENCE LADDER INTO
EXUBERANT LUXURY?
CONSUMER EXPERIENCE

SHANGHAI
CREATIVE PRESENTATION

SHANGHAI
CHIVAS 12 BTL IDEA:
CONNECTING THE EXUBER ANT CHIVAS BROTHERHOOD
China has always known that your friends are your brothers. For the children
of China s one child era, they feel this even more acutely.
Chivas will build a community of the Chivas Brotherhood. We will bring them
together for events where they can celebrate and strengthen their bond, and
with digital community tools keep them feeling close to one another as a
Band of Brothers.

SHANGHAI
CHIVAS 12 PLATFORM:
CHIVAS BAND OF BROTHERS
PASSION / BROTHERHOOD

SHANGHAI
It will wow with scale and intensity.
The brothers will experience the Live with Chilvary brand
spirit.
A chance for the Chinese to participate and to share the
exuberant brotherhood.
It will wow with scale and intensity.
The brothers will experience the Live with Chilvary brand
spirit.
A chance for the Chinese to participate and to share the
exuberant brotherhood.
EVENT
DIGITAL
CRM
COMMUNITY
LOYALTY PROGRAM
CONTEXTUAL
CHANNELS

5 CITIES. 5 SQUARES
Event locations at BJ, SH, GZ ,
Cheng Du and Fuzhou largest open
spaces.
TEASER / BUZZ
Giant installation of a wrapped up
dome in these 5 cities to create the
buzz and noise.
CHIVAS BAND OF BROTHERS 12-14
OCT 2010. COMING SOON.

EXCLUSIVE E-CARD &
MOBILE INVITATION
The event invitations exclusively for
the 5000 opinion leaders in these 5
areas.
www.chivas.com/cn/ bandofbrothers /

WEB PARTICIPATION
STEP 1
The invitation will include a
personal password to log-on to
www.chivas.com/cn/
bandofbrothers/

WEB PARTICIPATION
STEP 2
GROUP AND CREATE YOUR CHIVAS
BAND OF BROTHERS
The opinion leader as the big brother can invite
his 11 brothers to form uniquely his Band of
Brothers to attend the party.
Bonding together to create the name, flag, badge
to represent his group.

ONLINE PARTICIPATION
Online users can vote for
their local favorite
DJ / VJ / Dance Gr oup /
Music Band who perform in
the first GALA night.

12-14 OCTOBER 2010
CHIVAS BAND OF
BROTHERS NIGHT
THE FIRST GALA NIGHT
FOR INVITED VIPS ONLY.
FOLLOWING 2 NIGHTS FOR
INVITED PUBLIC.

CHIVAS WHISKY FOUNTAIN
CHIVAS CELEBRITY B.O.B
B.O.B LIVE BAND
360º INTERACTIVE SCREEN
CHIVAS B.O.B OF THE YEAR
COMPETITION
5 CITIES TOAST FOR THE
BROTHERHOOD
CHIVAS CHIVALRY PREMIUMS
WEB LIVE BROADCAST
12-14 OCTOBER 2010
CHIVAS BAND OF
BROTHERS NIGHT

CHIVAS BAND OF BROTHERS
LIVE BAND
CHIVAS CELEBRITY BAND OF BROTHERS
JAY CHOW / HAN HAN / DONNIE ZHENG
ICONIC CHIVAS WHISKY FOUNTAIN

HIGHLIGHT OF THE NIGHT
5 CITIES CHIVAS BROTHERS GREATEST TOAST TO BROTHERHOOD
DIGITAL LIVE 360º
INTERACTIVE SCREEN
QuickTime?and a
H.264 decompressor

HIGHLIGHT OF THE NIGHT
CHIVAS BAND OF BOTHERS OF THE YEAR COMPETITION
CELEBRITY VS VIPS / CITY VERSUS CITY / DIGITAL TUG-OF-WAR

THE BIGGEST
ONLINE LIVE
PARTY
Public users can
engage and interact
with all the 5 parties
via this online
platform.
They can select to
view their choice of
celebrity
performances.
Vote for the coolest
cities.
Communicate with
the people inside the
parties in real time.
TIERING

THE BIGGEST
ONLINE LIVE PARTY
CO-OP WITH MAJOR
PORTAL SITE
Public users can
engage and interact
with all the 5 parties via
this online platform via
Sina.
TIERING

E-PR WITH MINI
BLOGGING
CHIVAS
Tweets all updated
happenings in the
parties to the followers
in real time.
TIERING

E-PR WITH MINI
BLOGGING
OPINION LEADER AND
CELEBRITY
Tweets all updated
happenings in the parties
to the followers in real
time.
TIERING

2 FOLLOW UP
PARTIES FOR THE
PUBLIC
Invite other opinion
leaders and publics to
attend the same venue
with
the most voted local
talents/celebrity from
the pre-launch P1.com
voting.
BURNING

BURNING
FOUNDING THE CHINA CHIVAS BAND OF BROTHERS CLUB
by the 600 CHIVAS Band of Brother s groups who attend the party.
Exclusive benefits and CRM programs will roll out with the CHIVAS Band
of Brothers badge to the 7200 club members.
CHINA
CHIVAS BAND
OF BROTHERS
CLUB since 2010
Badge + Digital badge

EXCLUSIVE DOWNLOAD MOBILE
APPLICATION
FOR CHIVAS BAND OF
BROTHERS MEMBERS
Members can download this
application on the CHIVAS B.O.B
membership page.
Users can find out what is the hottest
happening in town.
Get Updates CHIVAS parties news
and events in different cities
Users can generate their own
contents and networ king with other
band of brothers.
BURNING

CO-OP WITH P1.COM
FOR AFTER PARTY
SNS GAME
Search for the 12 most
popular brothers in the
parties.
Invite all the participants in the
parties to upload their party
photos and Tag their friends.
The most tagged 12 will
become founded CHIVAS
B.O.B Club members as an
incentive.
TIERING AND BURNING

E-PR
WEB AFTER PARTIES FEATURES
Official Website / e-mag: interviews
different opinion leader and Stars and
their brothers to recap all the
highlights of the parties.
Blogs:
After-parties features by Opinion
Leaders and Stars on their own
blogs.
Video Portal:
Broadcast all the highlights in the
Parties.
TIERING AND BURNING
e-mag: Monkey Chinawww.chivas.com.cn
Video Portal: tudou.comBlogs: celebrity and OPLs

TIERING AND BURNING
MEMBERSHIP COMMUNITY PLATFORM
Official Website / E-mail / Mobile
Member get details on their membership
information.
Get Updates CHIVAS parties news and
events in different cities.
Users can find out what is the hottest Pub
information in different cities.
Download mobile applications.
Sign up for redemption programs.

TIERING AND BURNING
CHIVAS PUB AND PARTIES
INFORMATION PAGE
User can bookmark / send this
information to others.
Also can tag this events or parties
information in their personal social
networks.

TIERING AND BURNING
CHIVAS MEMBERSHIP PROFILE
PAGE
Member get details on their
membership
Member can invite limited numbers of
free membership for their friends to
become a CHIVAS excl usive
member.

Create a CRM program that
tracks and communicates with
the trend setters.
Allow access the tool and
system to our best customers
(bar/club owners)
Create a mini-CRM tool for our
customers to keep track of
their most valuable consumers.
CRM TOOL FOR YOUR CUSTOMERS

TIERING AND BURNING
CO-OP WITH GQ TO CREATE
A SERIES OF CHIVAS BAND OF BROTHERS STORIES
Interview the CHIVAS Celebrity Band of Brothers.
Sharing their unique stories and experience to the publi c.

TIERING AND BURNING
CO-OP WITH GQ TO CREATE
A SERIES OF CHIVAS BAND OF
BROTHERS STORIES
12 issues of brotherhood stories
feature in GQ magazine. A way to
honour our opinion leaders.
Transform the advertorials into digital
E-Magazine for the CRM program.

How the platform travel to channels

TIERING AND BURNING
CR CLUBS IN TIER 1 / 2 CITIES
CR12 BAND OF BROTHERS theme
parties will be hosted in the happening
clubs in major MOT outlets.
CHIVAS membership database will be
shared to the outlet to activate the
program invitations.
Invited guests will form their BOB to
attend the party. The public will be invited
to recruit his brothers or merge with others
to form a group to entitle for this special
event.
ENTRANCE:
GIANT THEME POSTER.
CHIVALRY MOTIFS PROJECTION.
WELCOME BOOTH.

CHIVAS 12 BAND OF BROTHERS CORRIDOR lead to the designated CR BOB area.
CORRIDOR / LOBBY:
SPECIAL BOB FLAGS AS SYMBOL OF INDIVIDUAL GROUP.

CHIVAS BOB NIGHT
PARTY AREA
The night will fill with experience of
celebrating the bonding of brothers.
Participation in games or
competitions with local celebrity
groups to challenge their bonding of
brotherhood.
Interactive screens set up for
connection to other CHIVAS BOB at
other clubs/cities.
PARTY AREA:
ICONIC CR12 FOUNTAIN.
CHIVALRY DJ/VJ.
LOCAL CELEBRITY BOB.
DIGITAL SCREENS.
THE GREAT TOAST TO BOB.

TIERING AND BURNING
OR CR MOT OUTLETS
Tailored made activation tactics and programs will developed for
our MOT outlets to tiering and burning the CHIVAS BAND OF
BROTHERS platform.
Simple and relevant themes and mechanics are necessary for the
success of the campaign.
Making the participations friendly and simple like using mobile s
sms text to gain the party entries.

OR CR MOT OUTLETS
CHIVAS BOB REUNION NIGHT
OR
CHIVAS CLASS OF 98
BROTHERS NIGHT
Guests can join the party hosted by CHIVAS
12 to celebrate the spirit of friendship and
brotherhood.
The activation engages the groups in games,
singing competition, group photos session
with the presence of CR local celebrities.
EVENT NIGHT:
CR LOCAL CELEBRITY BOB.
KTV SINGING CONTEST.
THE GREAT TOAST TO BOB.

TIERING AND BURNING
KTV OUTLETS / TOT
CHIVAS12 BAND OF BROTHERS
activation program designed for our
MOT outlets.
The KTV guests will be invited by our
CR12 Promotion Angles or KTV
Waitress / Manageress to join this
special offering and experience.
ENTRANCE / LOBBY:
CR BOB THEME DISPLAY.
CR12 DISPLAY.
LIMITED-EDITION GIFT DISPLAY.
CR12 PROMOTION ANGELS.

KTV OUTLETS / TOT
TOT outlets.
ENTRANCE / LOBBY:
CR12 DISPLAY.
CR12 BAND OF BROTHERS
CR12 & LIMITED-EDITION
GIFT DISPLAY

CR12 BAND OF BROTHERS
CR12 PROMOTION ANGEL
KTV OUTLETS / TOT
TOT outlets.
ENTRANCE / LOBBY:
CR12 DISPLAY.

KTV OUTLETS / TOT
Guests will encounter the iconic CR
Fountain at the corridor lead to the
rooms.
Strong branding and display of the
CR12 activation program.
KTV CORRIDOR:
PROJECTION OF THE THEME.
POSTER DISPLAY.

Guests who participated the program to open bottles of CR12 will be offered to the upgraded and designed
CHIVAS BOB ROOMS.
CHIVAS BOB ROOM:
MINI CR12 FOUNTAIN LIGHT. CHIVALRY MOTIFS PROJECTION.
KTV OUTLETS / TOT

CHIVAS BOB ROOM PROGRAM:
Objective is to bring the CHIVAS
BAND OF BROTHERS platform to life.
Engage the guests to celebrate the
bondings of brotherhood by changing
the rule of games and their drinking
behaviours.
CR12 PROMOTION ANGEL
CR12 MAGIC BOX
LIMITED-EDITION GIFTS
BOB WHISKEY COCKT AILS MIX
KTV OUTLETS / TOT

CHIVAS12 MAGIC BOX:
It s a magic box contains of uniquely CHIVAS12 games, pl aying cards and dices to play CHIVAS BAND OF
BROTHERS GAMES like Slap-5, Dices Chivalry, etc. Our Chivas12 Promotion Angel will be the host and educator of
the games. We can change and update the magic box contents or games for burning.
The stylish Magic Box can be exchanged as an incent ive gift of sales.
KTV OUTLETS / TOT

CHIVAS12 LIMITED-EDITION BOB GIFT:
It s a CHIVAS limited collection of 3 whiskey glasses and coasters designed by renowed desi gner to celebrate the
CHIVAS BAND OF BROTHERS spirit: Live with Chivalry.
KTV OUTLETS / TOT
PHILIPPE STARCK

CHIVAS12 WHISKEY COCKTAILS:
A special recipe designed to mix the CR12 with a touch of courage, honour and gallantry, etc.
Guests even can par ticipate to mix their own cocktails with the help our CHIVAS ANGEL.
( It can be developed into ipod games.)
KTV OUTLETS / TOT

SHANGHAI
116
BTL ACTIVATION CHECKLIST
þ IS THE ACTIVATION PIONEERING EXUBERANT LUXURY?
þ DOES THE ACTIVATION SUPPORT THE SUB-BRAND PROPOSITION?
þ DOES THE ACTIVATION PLATFORM BURN OVER TIME?
þ WILL THE ACTIVATION WORK ACROSS CHANNELS?
þ CAN THE IDEA LIVE AND BUILD BEYOND YEAR 1?

SHANGHAI
POSITIONING
SUB BRANDS
THEY BELIEVE THAT
CHIVAS IS
BECAUSE THEY
EXPERIENCED
CONNECTING THE
EXUBERANT CHIVAS
BROTHERHOOD
CONNECTING THE
EXUBERANT CHIVAS
BROTHERHOOD
BTL STRATEGIC ARCHITECTURE: CR12
LIVE WITH CHIVALRYLIVE WITH CHIVALRY
CHIVAS BAND OF BROTHERSCHIVAS BAND OF BROTHERS
CONSUMER
RESPONSE
Chivas knows that my #1
passion is living exuberantly
with my band of brothers

CHIVAS 18 BTL IDEA:
CELEBRATING THE NEW LUXURY OF SU BSTANCE
Real luxury today is no longer about collecting things - but collecting
experiences. To take the time to discover, learn, grow - New luxury is about
being in the know , not in the show
Chivas will drive the discovery of the luxury of substance (master or learn
something new), moments and places that are being forgotten or
unreachable.
CHIVAS 18 helps the urban sophisticates to rediscover and savor their
pleasurable life by getting them behind the stories and experience.

CHIVAS 18 PLATFORM:
CHIVAS DISCOVERY OF NEW LUXURY
PLEASURE / AUDACITY

It is a high participation and engagement activation.
It is a new kind of pleasurable exuberant luxur y
experience in toda y context, just like our CR18.
It is a high participation and engagement activation.
It is a new kind of pleasurable exuberant luxur y
experience in toda y context, just like our CR18.
EVENT
PR
DIGITAL
CO-OP
COMMUNITY
CHANNELS
NEW CHANNELS

CHIVAS DISCOVERY OF NEW LUXURY
DISCOVER THE SECRET OF 18DISCOVER THE SECRET OF 18
DISCOVER NEW VIEWSDISCOVER NEW VIEWS
DISCOVER LOST FLAVOURSDISCOVER LOST FLAVOURS
DISCOVER HIDDEN URBAN
TREASURES
TREASURES

CHIVAS DISCOVERY OF NEW LUXURY #1
DISCOVER THE SECRET OF 18
It is an unique experience to be face-to-face with the
legendary CHIVAS Master Blender,
Colin Scott to discover the secret of whiskey.

BY INVITATION ONLY
It is an exclusive program
tailored made to seek t he very
best of China to participate in
this activation.
LIMITED SEATS
Encourage the guests to
book earlier to make the
event has a sense of
exclusivity.

THE PLACE
The event will be hosted at one
of the luxurious urban hidden
treasure: 1930s built Mansion
Hotel, a space which full of
glamour and stories.
THE NIGHT
DISCOVER THE
SECRET OF 18
BY COLIN SCOTT
Dinner gathering of invited
VIP guests, celebrities, PR
and media.

EXPERIENCE
DISCOVER THE
SECRET OF 18
BY COLIN SCOTT
It is a face-to-face experience with
the legendary Master Blender,
Mr.Colin Scott to shar e the origin
and secret, ingredients and flavours,
fine art of blending and style of the
CHIVAS 18 Golden Signature, one
of the best the world has t o offer by
him.

EXPERIENCE
DISCOVER THE
SECRET OF 18
BY COLIN SCOTT
Guests will able to learn and
interact with the Master.
VIPs and celebrities are also invited
to write down their tasting notes
after they tasted the CR18 s unique
blended pleasure of 85 flavours.
All the tasting notes will be collected
to tier and burn the activation.

DISCOVER
THE SECRET OF 18
Official campaign platform.
Followers can follow up all the
news and updates.
Includes participants
individual blogs / celebrities
and guests tasting notes,
pictures and video of events
happening.
TIERING

E MAGAZINE
Online features of Colin Scott s
sharing of CR18, product stories,
guests and celebrities tasting notes
and featured stories on the event
night.
TIERING AND BURNING

TIERING AND BURNING
CHIVAS + ESQUIRE MAGAZINE
CO-OP with Esquire to publish the
unique tasting notes by the
celebrities, CHIVAS 18 product
stories, event photos and exclusive
Colin Scott s fine art of whisky
blending, etc.

DISCOVERY OF NEW LUXURY -
DISCOVER THE SECRET OF 18
TASTING NOTES
The best 85 tasting notes which best
described the CHIVAS18 will be selected by
Colin Scott to publish into a stylish book.
CRM activation to send this special gift to
our CHIVAS Club Members, CR12 drinkers
and other opinion leaders to engage them
into this new luxury of substance.
TIERING AND BURNING

DISCOVER
THE SECRET OF 18
CR18 DVD
Compilation of the event
stories, Colin Scott video on
the fine art of Whisky,
celebrities and guests tasting
notes, product introduction, etc.
As a template and product
educational tool for our outlet
owners and media.
CRM premium to our loyalty
members.
TIERING AND BURNING

TIERING AND BURNING
KTV OUTLETS / TOT
PRIVATE CLUBS
DISCOVER
THE SECRET OF 18
We will bring the Discovery of New
Luxury platform to life at our
TOT/KTVoutlets.
ENTRANCE:
CR 18 THEME GIANT POSTER.

TIERING AND BURNING
KTV OUTLETS / TOT
PRIVATE CLUBS
DISCOVER
THE SECRET OF 18
KTV guests will be invited by our
CR18 Promotion girls or KTV
waitress / Manageress to
participate in this special offering
and experience.
ENTRANCE / CORRIDOR:
CR 18 THEME DISPLAY.
CR18 DISPLAY.

TIERING AND BURNING
KTV OUTLETS / TOT
PRIVATE CLUBS
DISCOVER
THE SECRET OF 18
CHIVAS 18 LUXURY ROOMS:
UPGRADED ROOM IN
STYLE AND SIZE.
CR18 PROMOTION GIRLS.
CR18 TASTING.
INTERACTIVE AFTER-TASTING
GAME.
DISCOVER THE
SECRET OF 18

DIGITAL PAD / GAME
FOR GUEST S
TASTING NOTE
After the KTV guests tasted our
Chivas 18 Gold Signature they
can participate on this unique
digital flavor expression .
We make the participation so
simple via iPad. The lucky guest
may win a luxurious trip offered
by CHIVAS.

THE DISCOVERY OF NEW LUXURY NEVER STOP
THERE ARE 18 DIFFERENT ACTIV ATIONS IN DIFFEREN T CITIES.
CHIVAS DISCOVERY OF NEW LUXURY # 2

3 CITIES. 3 GROUPS.
18 RECRUITMENTS
The adventure rolls out with
recruitment of 3 elite groups total of
18 adventurers from BJ, SH and
GZ.
BY INVITATION ONLY
The program tailored made to seek
the very best of China to participate
in this CHIVAS DISCOVERY OF
NEW LUXURY experience.

THE ROUTE
The adventure is beginning
from Beijing to Hangzhou.
It s a legendary voyage of
Qing Dynasty Emperor
travel to the South.

A DISCOVERY OF NEW
LUXURY
Discover the never-before new
views for the participants.
Explore the hidden myths along
the journey.
Blended pleasure in bonding of
new friendship.
AUDACIOUS
EXPERIENCE
Adventurous, masculine,
brotherhood, courage, fellowship,
gallantry and luxury.

DIGITAL JOURNAL FOR
PROGRAM PARTICIPANT
Digital devices (ex. i-Pad or
Microsoft s Courier ) with
custom made application are
given to the opinion leaders to
share their stories, photo and
videos.
TIERING

ONLINE TRAVEL JOURNAL
Official campaign platform.
Followers can follow up all the
news and updates. (includes
participants individual blogs /
pictures and video plus events
happening. )
TIERING

E-PR / PORTAL
PARTNERSHIP
Partner with portals to
feature the epic journey.
(ex. sina features / Tudou )
TIERING AND BURNING

CHIVAS
DISCOVER NEW
VIEWS TV SHOW
Phoenix Station following
the one week journey and
make it into a 18 episode of
TV series. Broadcast it after
the program.
TIERING AND BURNING

CELEBRATION GALA AT
HANGZHOU
PR / News Reporters
Honoring the CHIVAS 18
Interviews

CHIVAS DISCOVERY OF NEW LUXURY # 3

TREASURES
TREASURES

BY INVITATION ONLY
It is an exclusive program
tailored made to seek t he urban
explorers to participate.
LIMITED SEATS
Encourage the guests to
book earlier to make the
event has a sense of
exclusivity.

THE PLACE
The event will be hosted at
one of the CHIVAS
DISCOVERY OF URBAN
TREASURES:
The authentic HAN YUAN
BOOK HOUSE at Shao Xing
Lu, Shanghai.
THE NIGHT
DISCOVER HIDDEN
URBAN TREASURE
AT HAN YUAN BOOKSTORE
Dinner gathering of invited
VIP guests, celebrities, PR
and media.
Co-op with
Google map to discover the
urban hidden treasures

CHIVAS18 DISCOVERY OF NEW LUXURY
DISCOVER HIDDEN
URBAN TREASURE
WHISKY AND STORIES NIGHT
It is an inspirational and
spiritual experience to enjoy a
night hosted by the book house
owner & famous independent
photographer, Mr.Er Dong Qiang s
collection of 85 MUST-READ
BOOKS IN YOUR LIFETIME .
Er has published 28 books and
25 worldwide exhibitions. He
comes from a rich and famous
family in the golden era of
Shanghai.
85 MUST-READ BOOKS
IN YOUR LIFETIME

CHIVAS18 DISCOVERY OF NEW LUXURY
DISCOVER HIDDEN
URBAN TREASURE
WHISKY AND STORIES NIGHT
A pleasurable and cozy night with
whisky tasting, stories
exchanging and topics of
personal book collections, etc.
Pleasure to rediscover the
forgotten interest is blending
smoothly in this special
community consists of urban
sophisticates, celebrities and the
owner of the book store.

TIERING TO CHIVAS18
&12 AND BURNING
Digital Discovery of
Hidden Urban
Treasures
CHIVAS 12 & 18 exclusive
members can download an
mobile application that guide
them to the Hidden Urban
Treasures in different cities
plus other interesting places
hidden around the world.

SHANGHAI
157

SHANGHAI
POSITIONING
SUB BRANDS
THEY BELIEVE THAT
CHIVAS IS
BECAUSE THEY
EXPERIENCED
CONNECTING THE
EXUBERANT CHIVAS
BROTHERHOOD
CONNECTING THE
EXUBERANT CHIVAS
BROTHERHOOD
CELEBRATING THE NEW
LUXURY OF SUBSTANCE
CELEBRATING THE NEW
LUXURY OF SUBSTANCE
BTL STRATEGIC ARCHITECTURE: CR18
LIVE WITH CHIVALRYLIVE WITH CHIVALRY BLENDED FOR PURE PLEASUREBLENDED FOR PURE PLEASURE
CHIVAS BAND OF BROTHERSCHIVAS BAND OF BROTHERS CHIVAS DISCOVERY OF NEW
LUXURY
CHIVAS DISCOVERY OF NEW
LUXURY
CONSUMER
RESPONSE
Chivas understands that
luxury today is about
substance: discovery, real
experience, authenticity. I
care more about the know
than the show

SHANGHAI
POSITIONING
SUB BRANDS
THEY BELIEVE THAT
CHIVAS IS
BECAUSE THEY
EXPERIENCED
CONNECTING THE
EXUBERANT CHIVAS
BROTHERHOOD
CONNECTING THE
EXUBERANT CHIVAS
BROTHERHOOD
CELEBRATING THE NEW
LUXURY OF SUBSTANCE
CELEBRATING THE NEW
LUXURY OF SUBSTANCE
WHAT IS THE RIGHT BTL ASSET FOR CR25?
LIVE WITH CHIVALRYLIVE WITH CHIVALRY BLENDED FOR PURE PLEASUREBLENDED FOR PURE PLEASURE LEGENDARY, GLAMOUROUS LUXURYLEGENDARY, GLAMOUROUS LUXURY
LUXURY
LUXURY
CONSUMER
RESPONSE
than the show
WHAT BTL ASSET SHOULD
CHIVAS BUILD FOR CR25 AS
THE LEADING EDGE OF THE
MASTERBRAND?
WHAT BTL ASSET SHOULD
CHIVAS BUILD FOR CR25 AS
THE LEADING EDGE OF THE
MASTERBRAND?
POSITION
CR25
POSITION
CR25HALO EFFECT ON ENTIRE FRANCHISE

SHANGHAI
THE CHARISMA,
GLAMOUR &
EXCLUSIVITY OF
CINEMAA PERFECT
UNION

SHANGHAI
FOCUSED ON ENHANCING
THE GLAMOUR, CHARISMA
AND EXCLUSIVITY OF THE
CINEMA INDUSTRY IN CHINA
INTRODUCING CINEMA OF CHIVAS:
WHAT IT IS.WHAT IT IS.
A NATURAL INTEGRATION OF
CHIVAS
HELPING TO MAKE AND
CELEBRATE THE BEST IN
CHINESE CINEMA, AND THE
CHIVAS VIEW OF WORLD
CINEMA
GIVING BACK TO THE
CREATIVE INDUSTRY TO GET
VOICES AND STORIES ONTO
FILM.

SHANGHAI
FOCUSED ON ENHANCING
THE GLAMOUR, CHARISMA
AND EXCLUSIVITY OF THE
CINEMA INDUSTRY IN CHINA
INTRODUCING CINEMA OF CHIVAS:
WHAT IT IS.WHAT IT IS. WHAT IT S NOTWHAT IT S NOT
A NATURAL INTEGRATION OF
CHIVAS
HELPING TO MAKE AND
CELEBRATE THE BEST IN
CHINESE CINEMA, AND THE
CHIVAS VIEW OF WORLD
CINEMA
GIVING BACK TO THE
CREATIVE INDUSTRY TO GET
VOICES AND STORIES ONTO
FILM.
NOT FREE CINEMA TICKETS,
DVD GIVEAWAYS
NOT PAINTING THE INDUSTRY
WITH A CHIVAS LOGO
NOT INSULAR CHINA
NOT JUST ADVERTISING AND
SPONSORSHIP

SHANGHAI
CINEMA OF CHIVASCINEMA OF CHIVAS
3 PLATFORMS FOR EXECUTION
LEGENDARY, GLAMOUROUS LUXURYLEGENDARY, GLAMOUROUS LUXURY
2. EXCLUSIVE CREDIBLE
PRESENCE
2. EXCLUSIVE CREDIBLE
PRESENCE
1. RE-DEFINING CINEMA
GLAMOUR IN CHINA
1. RE-DEFINING CINEMA
GLAMOUR IN CHINA
3. CREDIBLY
STRENGTHENING THE
GLAMOROUS CINEMA
INDUSTRY
3. CREDIBLY
STRENGTHENING THE
GLAMOROUS CINEMA
INDUSTRY
CHIVAS CLASS CINEMA
CHIVAS CINEMA CHANNEL
ACTIVATION
CHIVAS CLASS CINEMA
CHIVAS CINEMA CHANNEL
ACTIVATION
CHIVAS FILM FESTIVAL
CHIVAS SUMMER SERIES
CHIVAS WRAP PARTIES
CHIVAS PREMIERES
CHIVAS WRAP PARTIES
CHIVAS PREMIERES
CHIVAS FOUNDATION
CHIVAS STUDIOS
CHIVAS FOUNDATION
CHIVAS STUDIOS

CHIVAS 25/MASTER BRAND BTL IDEA:
PASSIONATELY ENABLING EMERGING LUXURY AND
GLAMOUR OF CHIN A
The Chinese cinema has been praised for its artistic accomplishment and its
ability to thrive in a world largely dominated by Hollywood.
Chivas supports and celebrates Chinese cinema, with all the glamour and
fame that cinema deserves!

CHIVAS 25/MASTER BRAND PLATFORM:
CHIVAS CINEMA
GLAMOUR / EXCLUSIVITY / CHARISMAS

THE MOST GLAMOROUS FILM FESTIVAL IN ASIA
The most glamorous gathering and the most wanted red carpet in Asia
entertainment industry. Celebrating and awarding the cinema excellence in
China.
China and international celebrities, directors, musicians, opinion leaders and
young generation filmmakers are invited to participate this China s pioneering
event focus on Chinese and International films.

OUTDOOR CINEMA EVENTS
These stylish outdoor cinema events will travel to major cities in China with an
unique CHIVAS touch of luxury.
Opinion leaders and public will be invited to view the upcoming 2010 releases,
whiskey tasting and party night to enjoy cinema in a whole new light.

CHIVAS WRAP PARTIES
CHIVAS team to host a 'wrap party' at the end of shooting for major
local productions. Opportunity to host special members of the Band
of Brothers at these events.

CHIVAS PREMIERES
& GLAMOROUS PARTIES
AT CHANNELS
Bring the glamour of the premiere more to China in a deliberate way. We choose one main cinema in SH
and BJ to host 6 pr emieres a year at. Work to secure global premieres for China.

CHIVAS PREMIERES
& GLAMOROUS PARTIES
AT CHANNELS
Hosting the glamorous parties after the premiere at our MOT outlets and pubs. The
highlight of the night will be the presence of the lead Actors or Actress at the party.
Features viewing movie trailers or the making-of.
MINT, SHANGHAIMINT, SHANGHAI

CHIVAS PREMIERES
& GLAMOROUS PARTIES
AT CHANNELS
Hosting the glamorous parties after the premiere at our MOT outlets and pubs. The
highlight of the night will be the presence of the lead Actors or Actress at the party.
Features viewing movie trailers or the making-of.

CHIVAS CLASS CINEMA
Brand the back row or best row with the leading cinemas in China.
Transform the back to be the luxury and comfortable leather seats exclusively for
the CHIVAS CLUB VIP members.

CHIVAS STUDIOS
CHINA ACADEMY OF CINEMA
A real studio where young filmmakers get support and advice with the facilities
funded by CHIVAS.
Renowned Directors and filmmakers will host conference and classes to
groom the future Chinese cinema talents.
TIERING AND BURNING

CHIVAS
STUDIO
ONLINE PLATFORM
Next generation
filmmakers can take
online lectures host by
film industry leaders.
Also they can network
with other film lovers,
editors, actors
cinematographers and
directors for making their
own film projects.
TIERING AND BURNING

CHIVAS
FOUNDATION
A film fund for budding
filmmaker. The online
competition will be hosted by
CHIVAS for the next
generation filmmakers to
achieve their dream.
Participants can submit their
scripts and their ideas are
selected and voted by
CHIVAS drinkers via this
platform.
Winners will partner with
Chinese renowned directors
to shoot and produce their
own film.
TIERING AND BURNING

SHANGHAI
179

SHANGHAI
POSITIONING
SUB BRANDS
THEY BELIEVE THAT
CHIVAS IS
BECAUSE THEY
EXPERIENCED
CONNECTING THE
EXUBERANT CHIVAS
BROTHERHOOD
CONNECTING THE
EXUBERANT CHIVAS
BROTHERHOOD
CELEBRATING THE NEW
LUXURY OF SUBSTANCE
CELEBRATING THE NEW
LUXURY OF SUBSTANCE
PASSIONATELY ENABLING
EMERGING LUXURY AND
GLAMOUR OF CHINA
PASSIONATELY ENABLING
EMERGING LUXURY AND
GLAMOUR OF CHINA
BTL STRATEGIC ARCHITECTURE: CR25/MASTER
LIVE WITH CHIVALRYLIVE WITH CHIVALRY BLENDED FOR PURE PLEASUREBLENDED FOR PURE PLEASURE LEGENDARY, GLAMOUROUS LUXURYLEGENDARY, GLAMOUROUS LUXURY
LUXURY
LUXURY
CHIVAS CINEMA / CHIVAS
STUDIO
CHIVAS CINEMA / CHIVAS
STUDIO
CONSUMER
RESPONSE
than the show
Chivas is defining modern
glamour in China not just
branding it.

SHANGHAI
181
BRAND
BRAND PLATFORM
EXUBERANT LUXURY
BRAND PLATFORM
EXUBERANT LUXURY
2010/11
VISION
STRATEGY
OBJECTIVE
AN ICONIC WHISKY OF
EXCEPTIONAL QUALITY
WITH A NOBLE AND
RELISH DRINKING AND
SHARE
AN ICONIC WHISKY OF
EXCEPTIONAL QUALITY
WITH A NOBLE AND
RELISH DRINKING AND
SHARE
UCCA
FULFILLMENT
UCCA
FULFILLMENT
PASSION
BROTHERHOOD
PLEASURE
AUDACITY
CHARISMA
EXCLUSIVITY
GLAMOUR
CHIVAS IS A PIONEERCHIVAS IS A PIONEER
AMONGST YOUNG A
WE DO
AMONGST YOUNG A
WE DO
.IN THE PRESTIGE
SUCCESS
.IN THE PRESTIGE
SUCCESS
.IN NEW OUTLETS,
CHANNELS AND
OCCASIONS. OPTMISTIC
AND ENTREPRENEURIAL
.IN NEW OUTLETS,
CHANNELS AND
OCCASIONS. OPTMISTIC
AND ENTREPRENEURIAL
BRAND DYNAMISM AND
ASPIRATION AMONG
PREMIUM SPIRITS
CONSUMERS
BRAND DYNAMISM AND
ASPIRATION AMONG
PREMIUM SPIRITS
CONSUMERS
IMAGE THROUGH
FOCUSED DEVELOPMENT
FOR CHIVAS18 AND
CHIVAS25
IMAGE THROUGH
FOCUSED DEVELOPMENT
FOR CHIVAS18 AND
CHIVAS25
EXPLORATION &
EXPANSION IN NEW
OCCASIONS
EXPLORATION &
EXPANSION IN NEW
OCCASIONS
YOUR BRIEF

CHIVAS Pitch Saatchi & Saatchi 2010

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CHIVAS Pitch Saatchi & Saatchi 2010