"I shouldn't have switched from whisky to Martini." These were reportedly Humphrey Bogart's last words on his deathbed. Well, Whiskyology certainly doesn't recommend this switch to anyone. But it does offer something else: fantastic whiskies from around the world. And to make sure that no one other than James Bond thinks about martini, we've created the punchy Whiskyology portal.
Some say that whisky can help spark creativity. So when we were given the task to create a truly striking whisky portal for Pernod Ricard, we also looked at the bottom of the glass first.
Target market
The vision we received from the client was clear: to create a whisky portal that would appeal to 35+ high-status men in several countries, while showcasing popular brands such as The Glenlivet, Ballantine's, Chivas or 100 Pipers. All of this presented creatively, in multiple languages.
Strategy
So our task was not to create a webshop, but rather an international online magazine that would present Pernod Ricard brands through exciting and high-quality content. The portal was also intended to help improve brand awareness, relevance, and sales.
The whiskyology.com portal was built using responsive web design technology. We made this decision not only because this is the state-of-the-art now, but also because we considered that whiskyology.com will be designed for multiple markets, and the primary device for consuming content in each country is not always desktops or laptops, but tablets or smartphones.
The visual and functional design of Whiskyology magazine was driven by a 'mobile first' principle. During the design of the site's user interface, all content and navigation elements were designed with comfortable use on tablets and smartphones in mind. The buttons are large enough to be comfortably tapped with a finger, and no "roll over" features were used to display navigation information.
When designing the typography, we had one key thing in mind: to make sure that every sentence and word is easy to read, even on the smallest smart devices. This was achieved by a dynamic font-size depending on the device on which the site was opened.
Our further role
After the creation of the whiskyology.com portal, Neo was tasked with developing and fine-tuning a transnational project monitoring system. To do this, we developed a content update and maintenance strategy that worked well not only on paper but also in practice. In addition, the coordination of countries is fully managed by Neo, all within an automated framework, simplifying the complex, multi-level, multi-lingual acceptance and sharpening processes to the extreme. This allows the sponsor to focus entirely on content development.
Conclusion
And how do we think the campaign turned out? Like a good whisky. It went into people's heads quickly and easily.
