Case Studies • DIAGEO

GEN Y SPEAKS

I got more out of that single dinner than out of all of my previous trips to China combined.”

– Jeff Lemon, Senior VP sponsorship Asia Pacific.

In the summer of 2010, Diageo flew 20 of its most Senior Global Executives into Shanghai for a 2-day sales meeting. They wanted to give these important decision makers an alternative experience to the usual “sightseeing activities” used at sales meetings elsewhere. Using a deep connection to and understanding of Chinese youth, Splatter created, planned and executed a one of a kind evening, allowing the executives leave to immerse themselves in Gen Y’s motivations, perceptions and leisure and buying habits.

Employing ‘Youth Ambassadors” to host mini tours of Shanghai, Diageo’s executives left with a deeper understanding of the Gen Y consumers they wish to recruit as evangelists.

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