Outdoor > Innovation in Outdoor

THE FOAM KNOWS

OGILVY SOUTH AFRICA, Cape Town / AB INBEV SA / 2023

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Overview

Credits

OVERVIEW

Background:

Over the duration of the 2022 FIFA World Cup, Carling Black Label, the biggest sponsor of soccer in South Africa, wanted to find a way to get more people to drink more Carling beers when out at bars.

With many brands fighting for space over this time, we wanted a no-brainer way to ensure fans pushed aside competitor beers, and drank ours over and over again.

Describe the Impact:

• 75,6% prediction accuracy (winners from quarter finals to semi-finals & finals)

• 1,4 Million Hectolitres of Carling Black Label sold during the world cup (equivalent to 280 million draughts of beer).

• Over x2 the sales of our biggest competitor over the period (2022 ABINBEV sales report – SA)

• Number 1 selling beer during the world cup (2022 ABINBEV sales report – SA)

Please outline the innovative elements of the work

With Carling Black Label’s extensive list of local and international experts (coaches, former players, sports presenters etc), and hundreds of thousands of brand fans, we collected their score predictions (mined them for data) before every match, collating it in a central repository. With all of this data, we used an aggregator to come up with our own predictions – predictions we didn’t share on TV, nor online, nor on Whatsapp – just JUST in the head of our beer.

Before each match, the prediction was sent to bars across South Africa, and using Ripple Machines, printed in our beer.

Using Social Media, and targeted media buys, we drove fans into their closest bars to get the,. And that they did!

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