Challenge:

The hiking electricity prices in Africa has seen informal beer outlets in Tanzania turn their fridges off due to the higher running costs, making cold beer hard to find. A problem for a beer brand like Castle Lite who has a long-standing brand proposition of Unlock Extra Cold Refreshment.

Solution:

The World's first temperature-based media trading platform. Trading cold fridge space in exchange for free advertising space. By fitting 3G devices into 212 outlet fridges we tracked their exact location and temperature - ?in real-time. A Cold Tracker tracks the coldest fridges in an area and rewards the outlets with free geo-located advertising space. The data from the fridges was used to create cold beer leaderboards in geo-fenced areas, telling people exactly where to find cold beer near them whilst keeping Castle Lite's brand proposition relevant in a challenged market.

The campaign acted as a live 'cold beer finder'.