BARREL PUZZLE by The Jupiter Drawing Room South Africa for Bushmills

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BARREL PUZZLE

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Industry Whiskey
Media Promo & PR
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles
Art Director Robert Prinsloo Cape Town
Copywriter Brett Netherton
Released September 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Advertiser: BRANDHOUSE
Product/Service: BUSHMILLS WHISKEY
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Sep 1 2009 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles (The Jupiter Drawing Room South Africa)
Creative Director - Design: Joanne Thomas (The Jupiter Drawing Room South Africa)
Art Director: Robert Prinsloo (The Jupiter Drawing Room South Africa)
Copywriter: Brett Netherton (The Jupiter Drawing Room South Africa)
Account Director: Myles Hoppe (The Jupiter Drawing Room South Africa)
Account Manager: Christobel Koul (The Jupiter Drawing Room South Africa)
Production Manager: Di Fraser (The Jupiter Drawing Room South Africa)
Media placement: Ambient Promo - Bars, Pubs - 1 September 2009

Describe the objective of the promotion.
Our research shows that new consumers need to taste a whiskey 3 times before any possible conversion into the category or from their existing brand. We aimed to raise the number of sampling opportunities among young adult males. It was important to differentiate Bushmills as an Irish whiskey, and present its credentials and product intrinsics. These objectives needed to be achieved in an interactive, participatory manner.

Describe how the promotion developed from concept to implementation
Bar Patrons were challenged to assemble the barrel puzzle to win a tot of Bushmills whiskey. The campaign was driven by a promotions team in bars. 60 bars were targeted during September and October. Between 10 and 60 “prize tots” were awarded per visit, depending on venue size. After completing the puzzle, consumers could recall at least 2 product differentiators. Over the 3 months post-trial, through word-of-mouth consumer advocacy, sales per outlet increased by an average 300%, from 1 bottle to 3 bottles, or 25 tots to 75 tots.

Describe the success of the promotion with both client and consumer including some quantifiable results
After completing the puzzle, consumers could recall at least 2 product differentiators. Over the 3 months post-trial, through word-of-mouth consumer advocacy, sales per outlet increased by an average 300% - from 1 bottle to 3 bottles, or 25 tots to 75 tots.

Explain why the method of promotion was most relevant to the product or service
Product credentials were laser printed on the puzzle pieces. The copy was studied as each piece had to be examined for fit. Irish whiskey is matured in oak casks, and our barrel was oak. The barrels are mass-produced and commercially available, but this saved budget.