The Brief

The objective was to get Melbourne bar owners to stock Old Mout Cider.

Describe how the promotion developed from concept to implementation

Rather than asking bar owners directly to consider stocking Old Mout cider, our idea was to get patrons to ask them. Our solution was to run a targeted outdoor campaign along Melbourne's trendiest street offering free cider. When patrons scanned the QR code, they were informed that "the bottle" of cider had already been won. A further message told them they had a second chance for some free cider later that night in a nearby bar. The hope was that enough people would go into the targeted bars asking for their free Old Mout cider (which we'd obviously supply).

Describe the success of the promotion with both client and consumer including some quantifiable results

In just 29 days, we had 1305 QR scans and 6424 website visits (4883 unique). 1123 people followed through to the 29 individual and highly successful bar promos. Most importantly, every single bar that participated in the promos, now permanently stocks Old Mout.

Explain why the method of promotion was most relevant to the product or service

Melbourne’s bars were flooded with cider brands. Devising a targeted promo that got our new cider brand into key influencers hands seemed a good approach to breaking into this highly competitive market. Delivering the message in a cheeky, irreverent tone seemed to fit well with the small and unknown challenger brand.