Budweiser DM BUD ICE COLD INDEX by Tribal London

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Industry Beers and Ciders
Media Direct marketing
Market United Kingdom
Agency Tribal London
Director James Rouse At Outsider
Executive Creative Director Jeremy Craigen
Creative Director Richard Denney, Simon Richings, Dave Henderson
Art Director Rob Messeter Adamandeveddb, Stephen Webley
Copywriter Robert Bovington, Mike Crowe Adamandeveddb
Released April 2011

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: BUDWEISER
Agency: DDB UK
Date of First Appearance: Apr 27 2011
Entrant Company: DDB UK, London, UNITED KINGDOM
Entry URL: http://www.icecoldindex.ie
Executive Creative Director: Jeremy Craigen (DDB UK)
Creative Director: Dave Henderson (DDB UK)
Creative Director: Richard Denney (DDB UK)
Creative Director: Simon Richings (DDB UK)
Art Director: Stephen Webley (DDB UK)
Art Director: Rob Messeter (DDB UK)
Copywriter: Robert Bovington (DDB UK)
Copywriter: Mike Crowe (DDB UK)
Photographer / Illustrator: Lee Powers (DDB UK)
Design: Matt Fenn (DDB UK)
Design: Pete Mould (DDB UK)
Director: James Rouse (DDB UK)
Tech Lead: John Streit (DDB UK)
Tech Lead: Carlton Dickson (DDB UK)
Flash Lead: Nick Clements (DDB UK)
Account Lead: Jon Busk (DDB UK)
Account Lead: Sheerien Salindera (DDB UK)
Account Lead: Nick Owen (DDB UK)
Project Lead: Trudie Quinn (DDB UK)
Project Lead: Philip Rook (DDB UK)
Media placement: TV - Various - 27/04/11
Media placement: Press - Various - 27/04/11
Media placement: Outdoor - Various - 27/04/11
Media placement: Radio - Various - 27/04/11
Media placement: Digital Banners - Various - 27/04/11
Media placement: Online Page Takeovers - Various - 27/04/11
Media placement: Point-Of-Sale. - Various - 27/04/11

Describe the brief/objective of the direct campaign.
Our core target was a new customer base. We targeted 18-34 year old ‘summer-switchers’: come summer, they were more open to switching from their regular choice at the bar and trying new drinks. If we could spur a visible mass to switch into Bud during the summer it would not only bring new drinkers to the brand, but influence our own drinkers to stay with the brand where normally they’d switch out, and ultimately build new volume for the brand as a whole.
Our strategy was to actually effect a behaviour change and drive trial in an innovative way, leveraging Bud Ice Cold’s summer refreshment credentials in a fun, aspirational, youthful way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We developed the “The Bud Ice Cold Index”, a mobile vouchering app that pegged the price of beer to the real world temperature, allowing consumers to get discounts that rose in line with the temperature. Our aim was to achieve 30K downloads of the app by the conclusion of the summer-long campaign.

Explain why the creative execution was relevant to the product or service.
Nothing like this had ever been before. In fact, to make it possible, we had to revolutionise the way beer is sold in Ireland by working with publicans to create a mobile-based vouchering system that they would happily work with. We wanted to augment the joy that consumers experience on great summer days and create something that tapped into the anticipation involved in constantly looking at the weather to see when true summer days would come. The beautiful simplicity of the idea was that it linked an incentive to the very occasion (hot days) that the brand’s key claim (refreshment) was most compelling, and incentivised both consumers and bar-staff to change behaviour. All forms of media were utilised to get the message out.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Despite the fact that the campaign has only just gone live (27th April), the 30K target for downloads we had for the entirety of the summer campaign has been achieved within the first 3 days of the promotion.