Jameson & Highlight Group brought the Irish spirit to Electric Castle 2024
Thousands of festival-goers have (re)discovered the world of Jameson and lived an unforgettable experience with friends at the corner with Irish spirit created by the Highlight Group at Electric Castle 2024.
Under the concept “Music brings us together. Jameson binds friends”, the combined team of the Highlight group created and implemented both the activation within Electric Castle 2024 and the communication campaign around it, the common thread found in each element being the different ways in which the spirit of Jameson transforms each moment into an unforgettable experience.
Jameson’s brand philosophy is about inclusivity: it’s an approachable, authentic and trustworthy brand, the way each of us feels when we have an honest conversation with friends – and these personality traits were found in every moment of communication and interaction of of the brand with consumers, within the campaign and presence at Electric Castle 2024.
The centerpiece of Jameson’s presence at Electric Castle 2024 was the ‘Jameson Distillery on Tour’, the stand encompassing an area where the guided tour experience of the Jameson Bow Street Distillery was recreated on a smaller scale for every festival goer to discover even more of the world of the brand and its products.
This area recreated the unmistakable atmosphere of the distillery and offered an authentic and immersive experience, during which participants discovered the traditions behind each bottle of Jameson, tasted several varieties of whiskey and at the same time enjoyed moments of socializing and having fun with friends and the Jameson brand ambassador.
“Jameson feels and enjoys himself at Electric Castle and we, the extended team, value the world created by the organizers there. So we wanted to bring added value to festival goers, to occupy their time in a useful, fun, diverse way, exactly how festival days should be,” said Adelina Din Turcanu, Head of Marketing Pernod Ricard.
The festival experience of the Jameson activation was enriched by many other surprises and activities designed to reflect the Irish spirit of the brand and at the same time the fact that Jameson believes that simple moments of genuine connection bring people together and bond or weld friendships.
Thus, in addition to the relaxation area that encouraged conversations, the thousands of festival-goers who visited the Jameson corner could enjoy contests with thematic prizes and interactive games to enjoy with their loved ones, so that every day and every visit in the world of Jameson at Electric Castle be a fun occasion.
The Highlight Agency team coordinated the localization of the brand communication platform for the festival context, the creation of the concept and visual identity of the festival activation, as well as its decline in every element and activation mechanic included in the Jameson activation of Electric Castle 2024, coordinating the creation , production and implementation of this project.
The Highlight PR team created and coordinated the communication campaign surrounding Jameson’s presence at Electric Castle 2024, which included both media relations and influencer marketing components, both in the run-up to and during the festival.
The teams involved in the project:
Jameson:
Adelina Din-Turcanu – Head of Marketing
Stefan Tache – Whisky Brand Manager
Mihai Alexandru – ON-Trade Activation Specialist
Florin Agache – Trade Marketing Manager
Highlight Agency:
Managing Partner – Ionut Curtean
Client Service Director – Ana Ailenei
Executive Manager – Catalin Boteanu
Chief Operating Officer – Alexandru Petrea
Account Director – Alina Samoilă
Senior Account Manager – Doru Candit
Account Manager – Andreea Mircea
Project Manager – Valentin Radu
Production Manager – Cristian Olteanu
Creative Director – Andreea Dobranici
Senior Art Director – Alex Mihailescu
Copywriter – Alida Sindie
Highlight PR:
Managing Director– Aela Cotabiță
PR Manager- Raluca Barbu
PR Executive – Alexandra Zvenigorodschi