Chivas Regal & BBC World News | The Yearbook | Singapore

The one-minute long episodes of The Yearbook follow the recent lives of six real school friends in Singapore. Even when these friends lead separate lives after graduating from school, they still gather and support each other in all occasions to maintain their relationship. The series is airing on BBC World News Asia-Pacific, with a supporting campaign on bbc.com and BBC Knowledge. The advertisements will end in March.

Chivas’ partnership with the BBC is linked to Chivas’ long-running ‘Live with Chivalry’ theme, which centers around the virtues of honour, integrity and passion. It targets 28 to 40 year-old male drinkers and promotes strong bonding between male friends.

Xavier Beysecker, vice president of marketing at Pernod Ricard Asia, explained that the BBC had the “key audiences” Chivas is targeting. “The fact that we can extend our campaign across a range of channels, including bbc.com, also means we are communicating across multiple touch-points,” said Beysecker.



Credits:
Project The Yearbook
Clients Pernod Ricard Asia, BBC World News
Creative agency Euro RSCG London
Media agency OMD
PR agency Dunbar-Jones & Associates, Singapore
Exposure Television