Delivering traffic to the bar, without tarnishing who we are
Kopparberg needed a campaign to deliver short-term footfall to Mitchell & Butlers pubs, whilst capturing valuable drinker data. Our challenge was to deliver the numbers whilst protecting their premium image and to make a local footfall driving activation work as part of a national brand campaign.
Our data analysis showed cinema to be key to this brief. A place we could reach our audience before the bar, in a premium environment with local adaptable messaging. We mapped screens in proximity to M&B venues to show the 60” brand creative followed by a bespoke local message pre-film. Post-film we re-targeted using mobile MMS to drive to participating pubs with a promotional offer.
Our campaign delivered a 33% increase in footfall to the listed venues. The combination of beautiful brand storytelling and locally relevant messaging worked. Our audience were 300% more likely to respond to our campaign compared to other drinks brands. The mobile competition recorded the media owner’s highest ever participation rate.