Scottish & Newcastle UK - 'The Biggest Round '06'
Scottish & Newcastle (UK)
The Biggest Round
The Brief:
S&N (UK) supplies some of the best-known drinks brands in the UK, including John Smiths, Foster's, Kronenbourg and Strongbow. During 2005, S&N launched a pioneering multi-brand promotion through BEcause Experiential Marketing called 'The Biggest Round'. The aim was to persuade consumers to add one of five S&N brands to their drinks repertoire by stimulating conversational experiences and brand trial in pubs across London, the Midlands and the North. Such was the success of this regional push that BEcause was appointed to roll out a national version of 'The Biggest Round' during 2006.
The Solution:
A huge team of BEcause Brand Ambassadors toured thousands of venues the width and breadth of the country during the summer.
Extensive POS and pre-publicity in and around participating venues alerted drinkers to the arrival of 'The Biggest Round'. On promotional nights, venues were visited by two or three carefully profiled and trained charismatic Brand Ambassadors who engaged drinkers with insightful conversation about their existing preferences, before offering a complimentary half pint of a recommended S&N alternative. The BEcause BAs carefully prepared the drinks in chilled branded glasses, and professionally served them to the consumers at their seats. Drinkers were engaged in the promotion with free entry into a competition to win ?10,000 and money-off vouchers, redeemable against their next pint of the trialled brand.
Sophisticated territory planning and measurement systems were developed on a bespoke basis, with field staff uploading live campaign data via hand held PDAs, enabling client and agency to access real-time reports and adapt the programme to maximise effectiveness at every point.
'The Biggest Round' was an ingeniously simple idea, which created a buzz in pubs up and down the country. It allowed consumers to experience something new, 'on the house', delivering real value for drinkers and driving repeat custom for licensees. The combination of military-style planning, charismatic BEcause Brand Ambassadors, and sophisticated reporting systems made this a winning promotion.
S&N (UK) supplies some of the best-known drinks brands in the UK, including John Smiths, Foster's, Kronenbourg and Strongbow. During 2005, S&N launched a pioneering multi-brand promotion through BEcause Experiential Marketing called 'The Biggest Round'. The aim was to persuade consumers to add one of five S&N brands to their drinks repertoire by stimulating conversational experiences and brand trial in pubs across London, the Midlands and the North. Such was the success of this regional push that BEcause was appointed to roll out a national version of 'The Biggest Round' during 2006.
The Solution:
A huge team of BEcause Brand Ambassadors toured thousands of venues the width and breadth of the country during the summer.
Extensive POS and pre-publicity in and around participating venues alerted drinkers to the arrival of 'The Biggest Round'. On promotional nights, venues were visited by two or three carefully profiled and trained charismatic Brand Ambassadors who engaged drinkers with insightful conversation about their existing preferences, before offering a complimentary half pint of a recommended S&N alternative. The BEcause BAs carefully prepared the drinks in chilled branded glasses, and professionally served them to the consumers at their seats. Drinkers were engaged in the promotion with free entry into a competition to win ?10,000 and money-off vouchers, redeemable against their next pint of the trialled brand.
Sophisticated territory planning and measurement systems were developed on a bespoke basis, with field staff uploading live campaign data via hand held PDAs, enabling client and agency to access real-time reports and adapt the programme to maximise effectiveness at every point.
'The Biggest Round' was an ingeniously simple idea, which created a buzz in pubs up and down the country. It allowed consumers to experience something new, 'on the house', delivering real value for drinkers and driving repeat custom for licensees. The combination of military-style planning, charismatic BEcause Brand Ambassadors, and sophisticated reporting systems made this a winning promotion.
