Petrolheads cum alcoholics - you need this...

Slated to launch island-wide in the first quarter of 2008, the Johnnie Walker DPA is a free application, which can be easily downloaded via a link sent by short message service (SMS).

St. James Power Station, one of Singapore’s hottest nightspots, is the first venue to confirm participation in this innovative mobile technology initiative. The Johnnie Walker DPA is capable of displaying information, events and promotions for hundreds of nightlife venues and the application will be updated regularly with more bars and night clubs leading up to the official launch in the first quarter of 2008.

John Collins, marketing director of Moët Hennessy Diageo Singapore and Malaysia, commented: “Most people in Singapore would not leave home without their mobile phones. We have one of the highest rates of mobile phone ownership in the world, and its no wonder that many applications are being developed for a highly mobile, tech-savvy audience.

“Our new Johnnie Walker Digital Personal Assistant is a world-first, and we’re proud to launch it in Singapore. Not only does it provide our consumers with the type of information they seek - such as news on the latest club events - but it also encourages them to act responsibly and get home safely.”

Developed to create stronger relationships with increasingly mobile consumers in Singapore, the Johnnie Walker DPA is expected to redefine the partying experience for both consumers and bar owners. While consumers can select the latest bar offers by location, bar operators in turn can provide time-sensitive and relevant offers for consumers.

The Johnnie Walker DPA uses the most advanced Flashlite technology on a Symbian layer interfacing a Content Management System specially developed for this application.
With the phone messaging functionality built seamlessly into the application, users can navigate the different functions with much ease and confidence.

The application comprises four easy-to-use main functions on the menu– Take Me There, Tell Me When, Take Me Home and What’s Hot. Take Me There is a visual map that depicts locations of the outlets to allow the user to select a nightspot of interest. Tell Me When is essentially a social calendar to help the user keep track of upcoming events, news and promotions. The Remind Me function can be used to send SMS reminders to DPA users the day before a big night.

Take Me Home allows the user to either book a taxi or send an SMS to a designated driver when it is time to go home. If a taxi service is required, the user can dial his preferred taxi operator at the touch of a button. The DPA is also capable of using location based technology to inform the taxi company of the exact location of the consumer. While further network support is required before this feature can go live, the application will soon make it so that DPA users will be able to order taxis without speaking to an operator. Alternatively, if the user prefers to arrange for a friend to drive him home after a night out, a pre-programmed SMS message can be sent to the designated driver, informing him of the pick up location and time.

What’s Hot is a powerhouse of latest events, promotions and news items that are constantly updated.

Dennis Foo, chief executive officer, St. James Power Station commented: “This is the first time in the world that a brand has developed such a truly unique mobile experience. I am not surprised that it came from Johnnie Walker, a brand that is rooted in the true spirit of progress and innovation. This is an excellent platform for local nightlife operators to connect with their target audience and we’re proud to be part of it.”

The Johnnie Walker DPA is currently available on all Nokia N and E series phone models, with more models from other handset makers being added shortly. One time only data charges will apply for the initial download but the DPA is completely free of charge for users thereafter.

Credits: nikolaiski