Were You Naughty Or Nice Last Christmas? Let’s Ask Bad Santa

BRAND

William Lawson's

COUNTRY

Russia

region

Europe

Duration

2019

SYNOPSIS

William Lawson’s is the fastest-growing blended whisky in Russia and is known to create edgy and bold content keeping in mind the brand’s ‘No Rules’ philosophy. The brand wanted to focus on the New Year and Christmas period, which is one of the biggest consumption occasions for the brand.

Christmas and New Year’s was celebrated with William Lawson’s ‘Bad Santa’ character to humorously bring out the brand’s messaging of ‘No Rules’. This new-age take on the traditional Santa was true to the brand’s core and quite literally challenged traditional norms since there are of course ‘No Rules’ when it comes to this whisky brand.

35 Million Views

The first video release crossed 7 million+ views within a week!

2 Million Conversations

The video series was shared by more than 250,000 viewers.

5 Million Reach

We reached 5 million unique viewers which is equivalent to 80% of Saint Petersburg’s entire population.

The content trended at #1 in 4 countries - Russia, Ukraine, Latvia, Belarus and #3 in Estonia on the YouTube charts.

William Lawson’s collaborated with Labelcom, a famous comedy collective in Russia to create humorous topical content around the festivity of Christmas and New Year’s while staying true to the brand’s core message of ‘No Rules’. So how did we do this? We created a funny and slightly evil version of Santa, that we called the ‘Bad Santa’ who was a character that stayed consistent through all our videos and tied the narrative together. The ‘Bad Santa’ character was beautifully brought to life through various sketches within the series.

This 3 video series, which consisted of 3 hour-long episodes with some of Russia’s upcoming stand-up comedians, was filled with sketches, games and lots of guests. Each sketch focused on a different story and highlighted typical yet varying personalities at a party while Santa Lawson’s stood out as the man of the hour. The humour and topicality were so well received by the audience that one of the episodes trended at #1 in 4 countries – Russia, Ukraine, Latvia, Belarus and #3 in Estonia on the YouTube charts.

The final video also aimed at raising awareness for the annual Lawson’s New Year’s event, thus tying together our digital campaign with the on-ground event driving viewers to register for and attend the on-ground event.

Were You Naughty Or Nice Last Christmas? Let’s Ask Bad Santa

35 Million Views

2 Million Conversations

5 Million Reach

Video Gallery

Photo gallery

Highlights

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