Carling Legends
Carling approached us and asked us to create a campaign which would allow them to engage with their customers (Bar and Off Trade Owners) creating a unique experience to reward them for their custom to date and for increased volume going forward.
Strategy
In order to secure buy in from the owners the experience would have to be truly unique. We conducted research with bar owners and the Carling sales team to gauge common interest levels that would allow us to create a theme for the event.
We decided upon a Football Legends event with Liverpool v Manchester Utd as the theme. We then set about securing a must see panel and secured true legends of the game in John Barnes, Ray Houghton, Bryan Robson and Andy Cole.
We pre-promoted the event and asked owners to increase their keg volume for three months in advance to secure their invite.
Experience
To enhance the experience and build on the football theme we hosted the event at Aviva Stadium in Dublin, the home of football in Ireland. All guests were taken on a behind the scenes tour and got to sample some ‘Brilliantly Refreshing’ Carling.
Not only would the owners get to see the legends but everyone would have the opportunity to meet the legends and have a picture taken creating long lasting memories and a truly unforgettable experience.
Results
During this activity Caring estimated that 80,000 additional pints of Carling were sold as a result of the campaign with an additional 6,200 cases of Carling sold in the off trade. The night itself allowed over 300 bar and off trade owners to enjoy the experience of a lifetime meeting true footballing legends. This is part of a long term strategy to build loyalty and create long term commitment to the Carling brand.
