Brief Explanation

The SP Cantenna was a promotion created specially for the 2015 Rugby League season in Papua New Guinea, designed to help increase sales of SP Lager beer cartons. It was a gift at purchase promotion, giving customers who buy a carton of SP Lager everything they need to make a high-quality TV antenna out of the carton itself.

The Brief

SP Lager is Papua New Guinea’s number one favourite beer and main sponsor of PNG’s number one favourite sport – Rugby League. It’s like a religion in PNG, fans never miss a game. In addition, SP Lager is currently under threat from international competitors entering the market. The brief was to help ward off foreign competitors by creating a promotion to help strengthen this relationship between SP Lager and the country's national sport, Rugby League.

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

The SP Cantenna kits were a hit with PNG’s rugby loving public, selling out within the first 2 weeks of the promotion. This helped upsell customers to a 24-pack (average price 96 Kina or US$35.66), up from the 6-pack price of 27 Kina (US$10.03). This represents an average increase of US$25.63 per transaction. The Cantenna promotion also helped cement SP Lager’s position as PNG’s national beer, achieving a score of 78% against their brand KPI of being ‘A brand that understands PNG people.’ Source: Global Commerce University Study.

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

Our opportunity presented itself in a problem many customers face. PNG is a mountainous country with poor communications infrastructure. This results in notoriously bad TV reception for people living on the outskirts of town (a majority of the population). So we launched a special promo beer carton at the start of the 2015 Rugby League season to help customers overcome this barrier. The SP Cantenna – a beer carton that turns empty beer cans into a working TV antenna. Beer cans actually make perfect TV antennas. They’re the optimal shape and size and are made from high-quality food-grade aluminium - an excellent signal conductor. Sold at select outlets as a gift with purchase, each carton included an easy-to-assemble kit with everything customers needed to make their own Cantenna. The carton itself even acted as the antenna base, becoming a permanent piece of branded signage in customers homes.