Answer The Call
Bushmills® Irish Whiskey

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Bushmills® Irish Whiskey

Answer The Call

2017

In 2017, Bushmills handed us a brief which we were extremely excited about. #AnswerTheCall was to shake up the whiskey category with a bold and defiant campaign that only a legendary brand like Bushmills could do with conviction. As fans of the brand we put our all into devising an integrated consumer and trade targeted campaign that took the Northern Ireland bar scene by storm.

#AnswerTheCall celebrated the fearless and determined talents in Northern Ireland showcasing those who have answered their calling while helping inspire others to do the same. We worked with a series of silent success stories who were quietly making waves in their fields and told their stories through a series of on-premise events supported by a heavyweight media relations campaign and a multi-layered social media programme. We also built a microsite where consumers could enter exclusive competitions, register to attend events and read about the incredible stories of the #AnswerTheCall collaborators. 

We could go on all day about how fun this campaign has been to work on but you’d probably rather watch a highlights video.

Results so far? Over 300 pieces of media coverage, a total PR reach of 37.8 million and a social media reach of 773k (one third of which was organic.)