The Index, at its core, is an innovative mobile vouchering app. But the power of the campaign is arguably in its ‘talkability’, rooted as it is in a cultural insight based on attitudes toward the weather. Whenever the weather is great, we wanted people to think about the brand – the promise of free beer on a hot day is an irresistible one to our consumers, in particular given the Irish economic climate.We developed a through the line campaign that used TV, Outdoor, Press, PR, Radio, Digital advertising, social media and ECRM to drive awareness of the promotion, explain the app itself, drive downloads and introduce added value utilities eg. a pub locator.

We used a ‘traditional’ property to glue the campaign together: a spokesperson in the form our irreverent Bud weatherman, Scott Campbell. Scott enabled the brand to talk to consumer in a light hearted way, seamlessly integrated with the Index itself, and he became a conduit for consumers to engage with the brand.

Despite the fact that the campaign has only just gone live (27th April), the 30,000 target for downloads we had for the entirety of the summer campaign has been achieved within the first 3 days of the promotion.