WE TAUGHT POLES HOW TO SAY "AUCHENTOSHAN"EVENT DESIGN & PRODUCTION
How to effectively communicate a brand whose name no one can pronounce properly? Even the best product won't gain popularity if its fans are unable to recommend it to friends, and the sole purchase may turn out to be quite a challenge. Auchentoshan is difficult to pronounce, but easy to drink. Testa Communications faced a difficult task – how to reach the palates of Polish whisky fans without initially twisting their tongues.
AN OLD GALAELIC SOUND IN POLISH EARS
Ałchentoszan? Oszątoszyn? For the Polish recipient, the name Auchentoshan does not look very clear on paper, and can take on various forms when pronounced. However, the brand is attached to its Scottish roots and sticks to the Old Gaelic name, which a Pole would phonetically spell “o-ken-to-szen”. How to reach the recipients with this information without shocking them with yet another, strange-looking word, at the same time providing them with key information in an interesting way? Testa Communications decided to create a Voice Machine – a proprietary, talking device, thanks to which everyone could become familiar with the difficult name.’
SIT BACK AND LISTEN… WHISKY
In its design the Voice Machine refers to industrial, artistic installations, and we’ve invited Polish craftsmen to design and construct it. The device is equipped with headphones and special buttons, which you can use to personalize your experience by choosing a speaking voice. Apart from learning how to pronounce the name Auchentoshan correctly, the Voice Machine includes recordings describing the history of the distillery and the brand, making users familiar with its Scottish roots. But how to encourage people to visit the interior of such a device? The product is aimed mainly at young people from large cities. Instead of attracting recipients to the Voice Machine, we came to them – we took the machine and visited the best locations in Wrocław, Kraków, Łódź, the Tri-City, and Warsaw. Together with bartenders, we’ve prepared cocktails based on Auchentoshan, which were served during events whose design was adjusted to the character of a given city. We also gave out 2500 gadgets that emphasized the identity of the visited locations. We not only made the recipients familiar with the pronunciation of the difficult word, but also the taste of the whisky itself.
We took the Voice Machine to 46 restaurants, cocktail bars, and pubs, as part of 90 events participated by a total of 25,000 people. Auchentoshan cocktails have been recommended at the bar more than 4,000 times. Thanks to designing a unique experience, the difficult word became embedded in the minds of Polish recipients in a pleasant way. An increased brand awareness constitutes only half of the achievement – the sales results constitute the best proof of the campaign’s success. Without additional marketing actions, within eighteen months we’ve managed to make Auchentoshan the most popular single malt whisky in Poland. Compared to the previous year, sales increased by 120%. This is no accident. We are able to make recipients remember even the most difficult things.