Old Mout Cider DM OLD MOUT FREE CIDER TRIAL by Whybin\TBWA Sydney

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Industry Beers and Ciders, Alcohol-free beer and Ciders
Media Direct marketing
Market Australia
Agency Whybin\TBWA Sydney
Executive Creative Director Paul Reardon
Creative Director Damian Royce
Art Director Mark Jones
Copywriter Rob Hibbert
Released February 2012

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: OLD MOUT CIDER
Product/Service: CIDER
Art Director: Mark Jones (Whybin\TBWA)
Copywriter: Rob Hibbert (Whybin\TBWA)
Account Director: Nick Darrigan (Whybin\TBWA)
Executive Creative Director: Paul Reardon (Whybin\TBWA)
Creative Director: Damian Royce (Whybin\TBWA)
Agency Producer: Janine Wertheim (Whybin\TBWA)
Media placement: Outdoor Posters, Mobile, Online - Outdoor And Poster - 1st February 2012

Describe the brief/objective of the direct campaign.
The objective was to get Melbourne bar owners to stock Old Mout cider. Target audience was drawn from new customers. Our strategy was to get the patrons themselves going into the bars and asking for the new cider brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Our solution was to run a targeted outdoor campaign along Melbourne's trendiest street offering cider. When patrons scanned the QR Code, they were informed that ‘the bottle’ of cider had already been won. A further message told them that they had a second chance for some free Old Mout Cider later that night in a bar in the local area. The hope was that enough people would go into the targeted bars asking for their free Old Mout (which we'd obviously supply).

Explain why the creative execution was relevant to the product or service.
Offering free cider and then telling consumers that it was only a single bottle and it had already been won, was a risky approach to take. There was a real chance that people would not follow through to the bar promo (which was the point of the campaign in the first place). But as this approach was very unique and as we were delivering it in a cheeky, irreverent tone, it seemed to fit well with the small and unknown challenger brand.

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.
In just 29 days, we had 1,305 QR Code scans and 6,424 website visits (4,883 unique). 1,123 people followed through to the 29 individual and highly successful bar promos. Most importantly, every single bar that participated in the promos, now permanently stocks Old Mout.