BRIEF
Carling was given the opportunity to sponsor and execute a complete brand ‘takeover’ at 2 Live Music Weekends in Skegness and Bognor Regis respectively in November 2015.
Iconic Event Management was therefore, tasked with the full responsibility of devising and executing the Carling brand takeover, which necessitated the following areas of activation:
- Increase Brand visibility across each site
- ROS Mechanic to drive incremental sales
- Bar Team incentives
- Branded Pitcher vessels
- Enhance the Customer Experience
ACTIONS
- Provide on-site brand visibility
- Supply team uniforms at both resorts
- Devise a team incentive to drive staff engagement
- Deliver a ‘gift with purchase’ ROS mechanic (min. of 1,000 redemptions per event)
- Recommend Carling Pitcher sharing serves
- Organise for a brand ambassador teamto interact & engage with guests in order to promote the ROS Mechanic
- Brand Ambassadors to provide customer table service in order to deliver service convenience
- Discovery visit to each Resort
- Inform and communicate the mechanics of the activation with clear targets to HODs
RESULTS
Sales of Carling Pitchers rose by 1,092.7%
Spend Per Head on Carling Pitchers rose by 1,120.9%
Overall a significant increase in volume and sales, therefore, bucking the trend in the draught category which has been on the decline throughout the UK over the past few years due to change in buying behaviour habits and taste preferences.
