Carling Promo, Case study 1-DAY DELIVERY by ZenithOptimedia London

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1-DAY DELIVERY

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Industry Beers and Ciders
Media Promo & PR, Case study
Market United Kingdom
Agency ZenithOptimedia London
Released June 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: MOLSON COORS
Product/Service: CARLING HOME DRAUGHT
Date of First Appearance: Jun 11 2010
Entrant Company: ZENITHOPTIMEDIA UK, London, UNITED KINGDOM
Head of Strategy: David Grainger (ZenithOptimedia)
Client Planning Manager: Laura Davey (ZenithOptimedia)
Media placement: TV Campaign - 1 Spot - ITV1 - 11.06.2010
Media placement: TV Campaign - 1 Spot - ITV1 - 12.06.2010

Insights, Strategy & the Idea
Just in time for the World Cup, Carling launched its new Home Draught (HD) Unit. With a Co2 cartridge in the tap, it’s the best way to enjoy the perfect pint at home. But in a competitive beer aisle, how could we get drinkers to make Carling HD part of their World Cup viewing?
Two insights drove our campaign. Firstly, in blind taste tests, lager drinkers find it almost impossible to distinguish between brands: When they pour their own pint from the HD unit, there’s a perception that the beer tasted better.
Secondly, from previous world cups, we know UK beer sales peak on the day of the very first England game.
Our idea was to use this national fervour to get as many people to trial Carling Home Draught just as England were kicking off their World Cup challenge against USA.
The result, the ‘Carling HD One Day Giveaway’.

Creative Execution
On Friday 11th June 2010, we announced the giveaway in a Yorkshire only TV ad in the opening game of the tournament (South Africa v Mexico), directing viewers to carling.com/yorkshire.
Web visitors could enter a competition to win a cold beer delivery, the only condition that they lived in certain Leeds postcodes.
The prize; one of 1,000 Home Draught units delivered to your door, cold and ready-to- drink in time for tomorrow’s big game
On the morning of Saturday 12th June, we closed the competition at 11am and 1,000 lucky entrants were chosen at random, giving us just 8 hours to deliver 1,000 boxes of cold beer…
At 7pm, just half an hour before kick-off, a network TV spot showed the whole country just what we’d been up to. Filmed on the day, the ad featured the Carling mates arriving by camel, knocking on doors and delivering Home Draught.

Results and Effectiveness
Over 4,000 people entered the competition, with over 1,300 entries received from postcodes within our distribution area.
On Saturday 12th June, 870 Carling HD units were successfully delivered to our lucky winners (not bad for just three hours notice), with the remainder fulfilled on Monday morning. Incidentally, every entrant received a voucher for money-off their first HD purchase.

At 7pm, as English expectation piqued, over 5.6 million UK adults witnessed the Carling Home Draught giveaway and the fun we had doing it.
The TV end frame summed up both our objective and endeavour… Enjoy the game!