The reason why we created Johnnie Walker on-trade activationplatform and territories and connected them with each other is astrong belief that today and tomorrow our consumers expect more.

Only very single-minded communication, delivered in more than oneway is able to get through the clutter. We want not only the brandstand out – but also a place that offers a whole new experience, athat consumers can enjoy in every possible way.

New trends

New technologies

Laconic

Originality

Progressive ideas

Retro

Mass character

Gadgetomania

Kitsch

Pop culture

Johnny Walker Black Label always goes on step ahead.

Johnny Walker Black Label offers its own style – a progressive view at

the most actual trends.

The Platform “It’s the new black” is a mobile and dynamic structure.Each territory is a key element of the on-trade platform. Each of them ifnecessary can work independently, but with support of other units. All togetherthey make the style and the image of Johnnie Walker Black Label in on-trade.

Key feature of JW Black services is a technological way of access tothem.It is an easy and progressive way to access all services that willmake your nightlife in a way that nobody has.

Forms of New Black are innovative solutions in design, fashions,

architectures and art. It is a search for the new forms of expression

of moods, tendencies, ideas.

Communication tools: Interior, staff clothes, decoration, furniture,

menu, tableware.

Sound of New Black includes a lot of musical directions, but with theprefix «progressive». Key criteria is the search of new sound,experiments of a musician.If jazz – that progressive-jazz, rock – then progressive-rock and soon.

Communication tools: musical atmosphere of the outlets, partiesand others activities, collections of club music.

Performances of JW Black are visual representations of bright, unusual ideas, realized by means of progressive technological solutions.

Communication tools: 3-d mapping, 3-d projection, performances.

It is possible to select the activity, corresponding to an imageof a brand and the type of the outlet on the basis of eachterritory. While realizing the project on the basis of any selectedterritory it is necessary to consider the others as well, or to avoidstraight contradictions with them.The subject/occasion for activity is selected from any territory.It becomes the central element and the others become theaccompanying units. Thus, all action is done in style of The New Black.

Services of new black:It is an easy and progressive way to access all services that will make yournightlife in a way that nobody has.People can have:- access to JWBL bars and clubs- access to periods of JWBL- more services, reservations in outletsIt can be realized through:- Mobile application- Ibar- Digital glass

2 for 1 price

Competition “Drink and dare”

“Thursday is the new Friday”

A premium experience from the new black

Forms of New Black:Presentations of furniture designers, new cars, shows of fashion designers, exhibitions of modern photo, shows of modern not rolling cinema, presentation of novelties in the field of mobile phones, cameras (classical brands), art installations, presentations of furniture, new cars, fashion designer shows, innovative digital technologies and art installations.

Cars: Mercedes-Benz Classic Day 2010Video-portraits by Robert Wilson

Sound of new black:Innovative DJs performances using Reactable, to present albums andsingles of the musicians working in New Black directions.

Classic format of concertsInnovative DJ performance

with Reactable (revolutionary new

electronic musical instrument)

Performance of new black:Show of illusionists, light shows, lazer-shows, shadow-shows

• Go-Go Dance• 3D translation of the final match of Champion League in a bar

We choose one territory that is most relevant for our on-trade outlet.

For example, Sound of New Black.

The main theme is a music event. A trendy DJ playing the right sort of music

or a progressive band is performing

We are building all the elements of other territories around it.

Services of New Black => • The invitations is not standard printed forms, but electronic tickets that

you can reserve through web or RSVP by sms. As a free compliment you get a message with music sample, discount code for taxi service to get to the party, etc.

• 2 weeks before the event every visitor of this on-trade place gets an invitation via either Bluetooth (if he has it switched on) or JW digital assistant

• PA: mobile assistant – reminder 2 days before, recommend what to wear

Forms of New Black =>• JW lounge with special interior that reflects the main theme of the event• Special clothes for DJ and stuff

Performances of New Black =>• Not only the music is a center of attraction, the event is supported by

whatever projection/ video art/ shadow art/ laser show is available.

If not all four territories can be explored than at least the otherelements of the party should not contradict JW platform.

• We can’t have a progressive DJ playing on stage with go-go dancers• Can’t have a cheap promotion “Get 2 drinks for the price of 1” during

our event JW party.• We can’t also have MTV playing on LCD screens

Ideally JW provides a basic set of materials: DVD withvideos to be played during parties, CDs with progressive jazz/ rock/ house,items for decoration