The Singleton Whisky encourages deeper conversations with curiosity game

The Singleton Whisky is encouraging deeper connections with a campaign that promotes a new game of inquisition to be enjoyed with the drink.  

Done in collaboration with creative agency DDB Group Hong Kong and media agency PHD, the campaign suggests an enriching new experience of enjoying The Singleton whisky via a fun giveaway, with online entertainment and celebrity endorsement helping to promote participation. 

This comes as the brand has long advocated exploration with its global “Discover True Richness” platform, and more locally, “The Rich Talk” campaigns, and this time the brand is encouraging curiosity as a means to greater discovery.  

The video ad shows that the Singleton whisky naturally stimulates good conversation and discovery amongst friends, but a card game, specifically developed for the campaign and to be enjoyed with the whisky, has been created to ensure players learn plenty about each other.  

The Ring of Curiosity game, consists of a deck of cards, each with a question for all players on how they really feel and behave. All the curiosity provides the opportunity to understand different views as well as better understand the players themselves. 

Overall, it is designed to enrich the whisky experience for drinkers, with a greater appreciation of others’ perspectives and a better sense of self-awareness. The game will be complimentary with purchases of Singleton Whisky. 

The campaign also enlists a diverse group of local celebrities, including Wong Ching Yi Bonnie, Chingyanfu, Kenny Wong, Rachel Kan, Asha, Adam Pak and Dickson Yu, a mix of both introverts and extroverts but all open to learning and revealing more about themselves and each other.  

Together, they enjoy The Singleton whisky with a game of Ring of Curiosity, which is filmed and shared online for fans to discover the fun of the experience, as well as more intimate information about their favourite celebrities. 

The campaign will run for three months, leveraging online and social channels, including the celebrities’ Instagram pages which bring a combined audience of over one million followers. Instore materials will be seen at participating retailers, with The Ring of Curiosity complimentary with purchase until stocks last. 

Koman Ko, managing partner at DDB Group Hong Kong, said, “With this campaign, we saw the opportunity to complement the product in order to amplify its benefits. We hope people have as much fun playing Ring of Curiosity as we did making it, and enjoy watching the celebrities play – we certainly had more than a few laughs in production!” 

Cherry Wong, creative director at DDB Group Hong Kong, added, “Creating a totally new product as part of a communications campaign was a great opportunity that the team relished. We are really pleased with how seamlessly all the various campaign elements came together.”  

MARKETING-INTERACTIVE has reached out to DDB for more information. 

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

Related articles:

DiCaprio explodes over whisky
The Macallan creates cinematic whisky experience