Business Weekly - Cambridge, UK

The campaign is being piloted at Seoul International airport in Korea before being rolled out across the Far East.

Johnnie Walker wanted a highly creative promotional campaign that would reflect the unique nature of its premium Blue Label blend.

London creative agency Inovus was retained to create the brand-building campaign.

It came up with an innovative promotion involving graphology where the signatures of Blue Label customers would be analysed and they would then be sent a prestigious personal profile pack containing the results.

When buying a bottle, its unique bottle number, along with the customer’s details and signature are entered into a special register before being sent to Mailtech.

Originally, the plan was for Mailtech to log these details and forward them on to a network of graphologists worldwide for analysis, receive back the reading and produce a fulfilment pack for the customer.

Mailtech was asked to devise an efficient and reliable way to deal with the logistics of getting signatures to graphologists and the analysis back to the customer securely.

Mailtech devised a user-friendly, internet-based scanning and analysing system that would avoid the possibility of any signatures getting mixed up or lost during their journey around the world and also to speed up the analysis process.