VB BEST COLD GEAR by Apollo for Victoria Bitter

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VB BEST COLD GEAR

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Industry Beers and Ciders
Media Print, Magazine & Newspaper
Market Australia
Agency Apollo
Creative Director Andy Searles
Released November 2011

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: CUB / FOSTER'S
Product/Service: VICTORIA BITTER BEER
Agency: APOLLO MARKETING
General Manager Sydney: Richard Woods (Apollo Marketing)
General Manager Melbourne: John McKay (Apollo Marketing)
Senior Account Director: John Vockman (Apollo Marketing)
Account Director: Aisha Krupski (Apollo Marketing)
Senior Account Manager: Xavier Gregory (Apollo Marketing)
Account Manager: Marissa Johnston (Apollo Marketing)
Creative Director: Andy Searles (Apollo Marketing)
Graphic Designer: Ben Morgan (Apollo Marketing)
Media placement: Sales Promotion - In Store - 14 November 2011
Media placement: EDM - Email To VB Fan Base - November 2011
Media placement: TV Campaign - 3 Spots - Various - November 2011
Media placement: Social Media - Facebook - November 2011
Media placement: Point Of Sale - In Store - November 2011

Describe the objective of the promotion.
While almost 1 in 5 beers consumed in Australia is a VB, in 2011 this share was declining due to the proliferation of new beers in the market. VB’s annual summer promotion is critical to CUB’s commercial success, driving brand-engagement, revenue and trade relationships.

Objectives

1. Reinforce VB’s strategic direction – REAL, AUTHENTIC, COLD.
2. Create talkability and excitement amongst consumers, trade and media with a new, innovative promotional idea.
3. Arrest the decline of VB during the all-important Summer months
4. Gain floor space in key independent on and off-premise outlets throughout summer.

Describe how the promotion developed from concept to implementation.
For the first time in years, the strategy was to retain and reward current consumers rather than trying to attract new customers. There were over 1m loyal VB drinkers who purchased, on average, 1.3 cartons per store visit. We would meet our sales KPI if they increased their average purchase by 0.2 cartons.

Our solution was to conceptualise, design and produce a layered loyalty programme that had huge appeal to our devoted drinkers, encapsulated the brand essence (Reward), brand truth (Cold) and was delivered to market via an integrated communication strategy.

Explain why the method of promotion was most relevant to the product or service.
Most beers lose their flavour when cold. However, VB is engineered to retain its full strength flavour when icy cold. It was therefore crucial that the agency delivered a campaign that enhanced the VB consumers' drinking experience whilst educating them on the best way to enjoy the product.

We created arguably the most desirable and accessible branded prize pool ever offered to VB drinkers; the Ice Alarm and Vending Machine were not only Australian firsts, but world firsts too.

All different POS suites employed a full Shopper strategy ensuring the messaging was tailored according to the buying journey.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Results:
• 121,000 code claims, 250,000 entries
• The Vending Machine and Thermo Cooler ran out in 17 days and 34 days respectively, twice as fast as anticipated
• 3,500+ Vending Machines distributed, only dispensing VB stubbies ensuring life-long loyalty!
• VB dominated c.20,000 square metres of prime Australian (liquor) floor space in more than 4,000 outlets
• Online, over 1.1m page views and an average 7.17 minutes browsing
• Arrested the sales decline by 1.4m litres
• Increased AWOP to 1.6 units per store visit
• Consumers demonstrated incredible changes in behaviour and loyalty to the brand