The Challenge:

The hiking electricity prices in parts of Africa has seen 3 out of 5 informal beer outlets turn their fridges off to avoid the higher running costs and rising electricity bills, making cold beer harder to find. A problem for a beer brand like Castle Lite who is all about Extra Cold Refreshment on one of the world's hottest continents, ultimately rendering all of our advertising meaningless and seeing a 35% decrease in total beer sales in the warm fridge outlets.??

We needed to keep Castle Lite's Extra Cold Refreshment proposition relevant for beer drinkers to restore sales in the areas where cold beer had become harder to find, and discover a way to convince beer outlet owners to turn their fridges back on despite the rising electricity prices.

We created the world's first temperature-based media trading platform. By fitting 3G devices into the 212 warm outlet fridges we were able to track their outlet name; street address and temperature.

Cold Tracker tracks the coldest fridges in an area and rewards the outlets with free geo-located advertising space. We traded advertising space in exchange for cold fridge space, incentivising outlets to turn their fridges on. Using Google Maps, we created a backend platform that pulled the data from our tracked outlets live onto our digital billboard sites – Africa's most effective media space – and showcased the coldest fridges in a geo-fenced area. The advertising showed people where to find the coldest beer near them, updating according to the temperatures of the tracked fridges – in real-time.

The campaign acted as a live 'cold beer finder', short-handing consumers finding cold beer and keeping Castle Lite's brand proposition