Budweiser Promo, Case study COLD INDEX by Tribal London

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Industry Beers and Ciders
Media Promo & PR, Case study
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: Best Use of Mobile Devices
Advertiser: BUDWEISER
Product/Service: BEER
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
Media placement: ECRM - Various - 27/04/11
Media placement: Social Media. - Various - 27/04/11

Insights, Strategy & the Idea
Our target was 18-34 year old ‘summer-switchers’: come summer, they were more open to trying new drinks. If we could spur a visible mass to switch on to Bud during the summer it would bring new drinkers to the brand, influence our own drinkers to stay, and build new volume for the brand as a whole.

Relevancy to client and audience:
1. It tapped into a cultural insight in our category: during Irish summers, poor weather becomes a key talking point as summer-time plans are held back. When ‘proper’ summer weather arrives, elation ensues. We wanted to tap into the anticipation involved in looking at the weather to look out for true summer days.
2. It brought the brand into new channels and technologies and in doing so brought it closer to the young, tech-savvy consumers.
3. It linked an incentive to the very occasion (hot days) that the brand’s key claim (refreshment) was most compelling.
4. It put consumers and bar staff at the heart of the campaign, incentivising both to change behaviour.

Creative Execution
The Index, at its core, is an innovative mobile vouchering app. But the power of the campaign is arguably in its ‘talkability’, rooted as it is in a cultural insight based on attitudes toward the weather. Whenever the weather is great, we wanted people to think about the brand – the promise of free beer on a hot day is an irresistible one to our consumers, in particular given the Irish economic climate.
We developed a through the line campaign that used TV, Outdoor, Press, PR, Radio, Digital advertising, social media and ECRM to drive awareness of the promotion, explain the app itself, drive downloads and introduce added value utilities eg. a pub locator.
We used a ‘traditional’ property to glue the campaign together: a spokesperson in the form our irreverent Bud weatherman, Scott Campbell. Scott enabled the brand to talk to consumer in a light hearted way, seamlessly integrated with the Index itself, and he became a conduit for consumers to engage with the brand.

Results and Effectiveness
Despite the fact that the campaign has only just gone live (27th April), the 30,000 target for downloads we had for the entirety of the summer campaign has been achieved within the first 3 days of the promotion.