Chivas Regal – The Path to South Africa’s Scotch of Choice

NATIVE VML has been working with Chivas Regal, one of the world's most established luxury whiskey brands, since 2012 in driving their digital marketing efforts in South Africa. However, in 2015 we were appointed lead agency for the entire Chivas Regal South Africa brand. Since then we have been collaborating closely with Chivas, and global parent Pernod Ricard, to grow engagement with the brand and make Chivas Regal every South African's Scotch of choice.

Case study

In 2014, Chivas Regal launched The Venture: a global search to reward those who are using business as a force for good. In it, a social entrepreneur from each of Chivas' markets around the world competes for their shot at $1 Million in the U.S. In 2016, Chivas Regal South Africa wanted to leverage The Venture in a local campaign, whilst ensuring that people actually wanted to engage with such a niche idea as social entrepreneurship. We did this by creating an original local televised competition, called The Elevator Pitch. The Elevator Pitch would decide the social entrepreneur to represent SA in the U.S. 

Challenge

Finding and choosing a South African representative for The Venture had always been slightly under the radar. How could we make more people enter and more people actually care about the competition and Chivas Regal's point of view?   

Idea

We decided to draw attention to the process by making it more attractive to potential entrants and more engaging to South Africans. So, we televised it, in a dramatic reality TV show called The Venture Elevator pitch. The Venture: Elevator Pitch, aired on DSTV's Mzansi Magic. Social entrepreneurs had 60 seconds (the duration of the elevator ride) to sell their business idea to Captain of Industry, Phuti Mahanyele. The winner would then go on to represent South Africa in the global leg of The Venture. 

Result

The Venture: Elevator Pitch was a much-enjoyed South African television show, growing brand love and visibility.