Strategic communications agency The Hallway and Jameson Irish Whiskey will next month launch their first short film event, created by the film production company they developed, John Jameson Productions
A scriptwriting competition run by the production company in February shortlisted three films to be produced and then screened at an event hosted by Jameson Irish Whisky on November 13.
The Hallway’s director, Jules Hall, said they came up with the idea of John Jameson Productions in order to align the brand with 25 to 34 year old males, entice consumers to trial the product and ensure the communications strategy would outlive a single event.
“The strategy flips user-generated content on its head,” Hall said, so instead of having people making ads for brands, people come up with the idea for the short film and then Jameson’s produces it.
“It also creates a drawcard for people to come into an environment to taste the whiskey, a notoriously hard spirit to get young people to trial.”
Hall added that the brand, which has aligned itself with film industries overseas for many years, has taken a novel communication approach. He called it “brand-enabled content, as opposed to branded content”.
The films’ premier event will be followed by another competition in which three more film will be produced by early next year. Jameson then plans to host a series of film screenings at pubs and clubs around Australia. Jameson Irish Whisky will be sampled at all events.
10 October 2008