BrewDog don't do advertising. And they don't have much love for the industry. But... they're confident they have great beer.

Our brief was to drive mass trial and convert mainstream beer drinkers to craft beer.

Our objectives were to get more mainstream drinkers to try punk IPA, increase BrewDog's database and increase footfall into BrewDog's bars.

BrewDog don’t want to spend money hyping their beer in the way that most traditional beer advertising does. They genuinely have faith in their product. So we got them to buy the world’s biggest round – 1 million pints. An enormous, nationwide sampling event with a punk, anti-advertising attitude.

The world of craft beer is more like the world of wine. People are switching on to more flavoursome beers. BrewDog's Punk IPA is chockfull of flavour.

Our initial insight was that the flavour profile of BrewDog is so memorable, if we could convince mainstream beer drinkers to at least try it, they'd be converted. You never forget your first BrewDog.

From there, we built a campaign that would get as many people as possible to try Punk IPA – so we got BrewDog to put their money where their mouth is and buy the nation 1 million pints.

Using an anarchic, anti-advertising message that was true to BrewDog's brand, we told people: 'don't buy the advertising,' 'make up your own mind.'

We built a microsite, an automated voucher code system, email and redemption framework – integrated these with BrewDog's in bar EPOS system and CRM database – then drove the numbers through geo-targeted press and outdoor advertising, media partnerships, influencer activity, social media, SEO, street teams and PR.

The campaign ran for 4 weeks and was geo-targeted around BrewDog’s 31 English bars.

The campaign was an amazing success, in terms of sign ups, redemptions and bar footfall. I have listed the results in the confidential section.