Glenfiddich’s business objective in the Australian market was to drive brand awareness and advocacy for their innovative and industry-leading portfolio, while also broadening their customer base to include a younger demographic. Hence, the Whisky Wanderer, a first-of-its-kind luxury Whisky experience on wheels was born!
Yakusan were tasked with sourcing, designing and managing the refurbishment of a 1972 Leyland Atlantean double decker bus, into a luxury whisky lounge on wheels. With their business objective in mind, the Whisky Wanderer needed to achieve visibility, talkability and traction at scale, while facilitating a host of masterclasses, workshops, food pairings and sales activity for whisky lovers and novices alike.
The 2 storey, 4m tall and 10m long vintage bus was intricately transformed complete with a high-class full service bar, hydraulic pop up roof and glinting copper stag head on the front – no detail was spared.
With the refurbishment underway, Yakusan developed an integrated campaign execution that included a media launch in an iconic Sydney location, masterclass stops at Good Food & Wine shows in three states and a host of sales activity events at Dan Murphy’s stores across the Eastern Seaboard. With preliminary campaign sales targets met at the Good Food & Wine shows alone, the masterclass and retail format of the bus ensured this valuable touring asset was a profitable operation for the WGS team.
In addition, we designed and produced the Wanderer’s own website, as well as a suite of content for use across multiple channels. Yakusan also initiated and managed a partnership with Where to Media, resulting in over 2000 new Instagram followers, 69k video views and 3,500 engagements.