Strongbow

Objectives:
Strongbow were developing a CRM campaign to recruit a database of Strongbow drinkers in early summer 2008 through the benefits of "Bowtime" - which rewards drinkers with Strongbow after a hard days work. The main target audience was Men 18-35 manual workers.


Solution:
Readers were prompted to text in their details to join a Strongbow database to benefit from the Bowtime offers (free pint of Strongbow on Tuesdays between 5-7pm + other rewards of holidays and TVs). 

 

The Sun recommended 4 platforms over 4 weeks - a feature to announce "Bowtime" and the free pint offer, running on Solus emails, Sun Mobile advertising and Sun Online.


Results:

  • Online ad awareness was high with 23% of Sun readers seeing the campaign.
  • 77% recalled the "Free Pint" message in either paper or online
  • 16% claimed to have redeemed the free pint voucher.

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