Widely noted for its classy events, Johnnie Walker, the luxury Scotch whisky from the stables of Diageo; took it further recently when esteemed consumers and guests were treated to an exquisite lifetime experience in Lagos. With two-time Formula One champion, Mika Häkkinen present at the Oriental Hotel venue of the event, it was a session of unlimited fun as the ‘Step Up to the VIP lifestyle’ campaign was launched.
The glamorous event, which had a select number of guests present, showcased the luxurious lifestyle for which the Johnnie Walker brand is famous as some guests had an opportunity for a “Drive of a Lifetime Experience” with Mika in the Caparo Supercar at an exhibition drive held at The Palms Mall in Lekki.
The exhibition drive, which turned out to be a spectacular show from the F1 legend, who displayed a combination of raw power and breathtaking control, had the stunning Caparo T1 giving the crowd and lucky passengers an insight into the technology and skill required for the top level in motors ports. The session was witnessed by celebrities including rapper, M.I; ace photographer, Kelechi Amadi-Obi; winner of Big Brother All Stars, Uti Nwachukwu among others and they were all evidently thrilled with the experience.
Speaking on this unique approach to rewarding consumers, Felix Enwemadu, General Manager of Diageo Brands Nigeria, said Johnnie Walker is a brand synonymous with luxury, hence, will not give its consumers anything short of such an exclusive experience.
“We set out to showcase the luxurious lifestyle the Johnnie Walker brand is known for around the world. Having Mika Häkkinen a two-time Formula One champion and Johnnie Walker Global Responsible Drinking Ambassador in Nigeria, demonstrates the extent we have gone to provide a VIP experience for the consumers of our luxury brand,” Enwemadu said.
“As a company we are committed to raising awareness and promoting responsible drinking. We are also using this platform to drive our goal of gathering one million global commitments to never drink and drive via the social media on #imnotdriving. It is a global campaign that demonstrates our commitment to encourage responsible drinking and set world-class standards in responsible marketing,” he added.
According to Häkkinen, “Responsible drinking is a cause that I am very passionate about, and I have been working with Johnnie Walker for the past seven years to deliver this message around the world. I am delighted to be in Nigeria to spread the same campaign of never drink and drive.”
For guests thrilled with that exhilarating display at The Palms, little did they know that they had a lot more coming from the pot of excitement served by Diageo. Later in the evening, guests were treated to scintillating performances by award winning rap artiste including much-talked about US-based Nigerian born rapper, Wale and notable acts in this part of the world including D’Banj, Banky W, Seyi Shay at an A-list after-party hosted by Johnnie Walker and held at the luxurious Oriental Hotel, Victoria Island with celebrities and captains of industries as guests.
Of the stellar line up of acts for the night, Sheyi Shay was the first to hit the stage. But that was not until DJ Oby had serenaded guests with hits from shores far and near for close to one hour once the movement into the VIP lounge was done shortly before 10pm.
With the guests surrounding her, Shay, in a fitting short red top and shiny red corduroy pants, was full of energy and swag on stage, hitting her fans with a new song of hers, later affirming the performance was just a warm-up as she moved into more familiar grounds with popular songs including the popular ‘Irawo’.
Without much ado, it was the turn of rapper, Wale who thrilled guests at the event to tunes either when handling the microphone of directing from the turn table.
The show reached a climax when the fast rising America rapper brought out Nigerian R’n’B/Pop singer, Seyi Shay back on stage to perform his rap song ‘Bad‘. With fans cheering as Seyi Shay blended well into the song, delivering her vocals nicely as Wale’s sidekick, it was a beautiful sight to behold.
It made it all the more desirable considering the fact that the original song was performed by Wale and Tiara Thomas, a former label signee and with a remix with Rihanna having followed the track.
Anchored by Olisa Adibua of Beat FM, it was another evening to treasure for the teeming fans and consumers of Johnnie Walker in Nigeria who thronged the venue for the event.
For his remarks delivered in a video message, Seni Adetu, managing Director and chief executive of Guinness Nigeria Plc, said Johnnie Walker will continue to celebrate the discerning and contemporary consumers who appreciates the luxury brand.
“As we celebrate our consumers with the Johnnie Walker ‘Step Up to the VIP lifestyle’ campaign, we encourage everyone to Join the Pact in the Johnnie Walker global campaign to gather one million commitments globally to never drink and drive while also encouraging them to always drink responsibly,” Adetu added.
The coming to Nigeria of Mika Häkkinen followed the partnering agreement Johnnie Walker entered into with the Vodafone McLaren Mercedes Formula 1 team back in 2005. The move further undercores Diageo’s committment to promoting responsible drinking, which is at the heart of the sponsorship of Vodafone McLaren Mercedes with Mika Häkkinen as the Global Responsible Drinking Ambassador of Johnnie Walker.
