Product category:
Experiential marketing
News Release from: BEcause Experiential Marketing
Edited by the Marketingservicestalk Editorial
Team on 22 May 2007
SandN pours £7m into brand
experience
Scottish and Newcastle, the UK's leading producer of beer and cider, is starting the most ambitious version yet of "The Biggest Round" - its national brand experience initiative.
Scottish and Newcastle is continuing to make face-to-face multi-brand consumer trial a growing focus of its marketing efforts Managed for the third year running by BEcause Experiential Marketing (formerly LoewyBe), "The Biggest Round" aims to introduce over one million consumers to new SandN drinks by the end of the summer
This article was originally published on Marketingservicestalk on 6 Mar 2007 at 8.00am (UK)
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The national campaign is running simultaneously in the on-trade, off-trade and at convenience stores.
At each selected outlet, teams of trained SandN Brand Advocates from BEcause are engaging consumers in individual conversations about their taste preferences, before persuading them to try something new with a free drink from a selection of leading SandN brands.
The on-trade campaign involves 6,000 events at pubs and clubs across the country, promoting a total of ten draught and bottled SandN UK brands: John Smiths, Fosters, Fosters Twist, Bulmers Original, Strongbow, Strongbow Sirrus, Kronenbourg 1664, Kronenbourg Blanc, San Miguel and Jacques.
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On pre-advertised promotional nights, "The Biggest Round" team circulates within selected outlets, chatting to consumers and helping them choose which SandN brand they would like to try, courtesy of the brewer.
The Brand Advocates then collect the drinks from the bar and serve them professionally in branded glasses at the table.
Triallists are all given a money-off voucher against their next purchase of that brand.
The vouchers also offer the chance to enter an online prize draw for cash prizes totalling £10,000.
The off-trade campaign is running for over 2,000 store days in supermarkets and off-licences, promoting six SandN UK brands: Bulmers Original, Strongbow Sirrus, Jacques, Foster's Twist, Kronenbourg Blanc and Kronenbourg Premier Cru.
Here, Brand Advocates are operating from in-store sampling points, discussing individual's taste preferences, before offering a suitable SandN brand and suggesting foods to complement its flavour.
James Brown, Customer Marketing Manager - Consumer Trial, commented: "The Biggest Round is far more sophisticated in both its planning and implementation than a traditional sampling campaign - it is a highly personalised and interactive programme, tailored to suit individual needs.
"The programme received fantastic feedback last year, and we're confident it will be even more successful in 2007".
Alison Nolan, Head of the SandN Account at BEcause, commented: "Today's consumers quickly decide which brands they want to interact with and which they are going to ignore: those that succeed in the future will be those who talk with consumers, rather than at them - that individual approach is the key to the ongoing success of this campaign".
Last year's Biggest Round campaign reached over 850,000 consumers.
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