Jennie will take good care of you
By Hedirman Supian, TODAY | Posted: 30 November 2007 1054 hrs

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Meet Jennie. She'll tell you where to go for a good night out, and when you're tipsy, she'll make sure you get home safely.

Jennie is a mobile application from Johnnie Walker. Styled as an avatar of an attractive brunette, the whisky brand bills her as a digital personal assistant (DPA).

"The key focus for us is for our consumers to know what are the hottest parties and venues in town and Jennie will make sure they know what's going on, get them there and get them home," said Mr John Collins, marketing director of Moet Hennessy Diageo Singapore and Malaysia, which markets and distributes Johnnie Walker.

Jennie is slated to launch in the first quarter of next year. Singapore will be the first country in the world to experience it, with regional launches scheduled soon after.

Users can download the free application onto their mobile phones from www.johnniewalker.com.sg. Jennie will display information on the latest events and promotions at bars that have partnered Johnnie Walker, through a series of easy-to-use menus, text and graphics. Users can initiate a one-touch voice call to the outlets for reservations.

Jennie will also provide a list of phone numbers for users to call for a cab.

Johnnie Walker is also working on putting webcams in pubs to provide a live 360° view of what's going on through Jennie.

And for the growing numbers of women who drink whisky, a male avatar might be in the offing as well.

Developed by global interactive marketing firm OgilvyOne, the application is compatible with mobile phones from the Nokia N and E series. - TODAY/ym