Direct > Best Use of Direct Marketing
INNOCEAN WORLDWIDE, Seoul / HITEJINRO CO. / 2013
Overview
Credits
ClientBriefOrObjective
Client wants to make their dark beer brand, Stout, stand out among the others as well as the beer market. However, in Korea, regulation of TV commercial for Beer brand is too limited.
The regulation has made us think about other ways to advertise this dark beer than traditional media.
After the survey from the beer pubs, we have found out the place where to selling the beer brand is the perfect place for promotion.
Promotion in the pub would be direct message to target market.
Execution
Loud voice cannot work well in noisy place.
Hand gesture cannot work well in dark place either.
Only thing we can do is to find other way to order beer.
Let’s order by light rather than sound! Like the bat light to call Batman!
Light is faster than sound, and it is well distinguished in the eyes. With use of this light, the image of the Stout was created in black and white.
The shadow, can be distinguished anywhere, is the way of ordering Stout.
Just like the Chief Gordon who is calling Batman in the film.
Implementation
By ordering Stout with fresh way, we produced easier and faster way to order beer.
We wished that in the people's minds Stout could be one of option for their drinking. At the same time, we wanted people to believe that ordering Stout is now one of culture.
By this campaign, we wanted to raise up the customer awareness for Stout, the dark beer.
At the same time, we wanted to increase beer sales and dark beer take portion in whole beer market.
Outcome
This simple and fun Stout Shadow Order method was used for creating a new Beer culture for younger consumers. By this ordering system, the awareness of Stout beer has been increasing rapidly from 1%.
And sales in one store per day have increased from 14 to 132 bottles, which stated 943% increase. Also, stock units have been increased from 30 to 180 boxes, which recorded 600% increase. In addition, via SNS, people shared their experiences of the unique order method and the excitement of Stout Shadow Order.
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