The task
Asahi UK came to us to help them drive Rate of Sale in the UK on trade for Peroni Nastro Azzurro and Asahi Super Dry.
Although both brands have distinctly different propositions, Asahi UK were looking for a large-scale activation that would be national and wide reaching to a range of key accounts. Driving efficiencies was key and the activation needed to link to purchase in order to track Rate of Sale and measure success.
What we did
In a world of quickly declining attention spans, we needed to give consumers a reason to engage. Our activation had to resonate with our audience, and we knew tapping into money can’t buy experiences would do just that.
We developed a campaign mechanic that would drive Rate of Sale in outlet with an instant win promotion using unique codes on purchase.
Using Logograb technology, users were asked to scan the logo on their pint glass with their mobile phones and enter their code which led them to a microsite. The responsive microsite awarded instant tiered prizes which we controlled through time stamping.
In order to differentiate between the brands, we developed two distinguishable campaigns that aligned to the brand proposition and target audience. We maximised cut through and success by running them consecutively over the summer, rather than together.
Impact
We saw an overwhelmingly positive response to the campaign with over 16K entries for Peroni Nastro Azzurro in 890 outlets and 14K entries in 370 outlets for Asahi Super Dry.
