Bermondsey Pub Company – the managed pubs section of ei Group – gave us a simple brief: Get people excited about ale and get them to come and drink it in our pubs!
Each BPC pub has its own individual identity, and there’s no customer-facing awareness of a group brand, which makes group campaigns an exciting challenge.
Our solution was to create an independent brand that each pub would ‘participate’ in. This time, it was the I Prefer Ale festival.
As we’ve learnt from previous BPC campaigns, the best way to approach this concept is pure fun.
The mood was to be unapologetic; fun and inclusive, and a huge part of the brand identity was its tone of voice; clever, punny and playful. The concept even led to a beer being brewed especially for the festival!
Our phased approach began with an awareness-raising video that hooked the beer-beginners and ale-aficionados alike, smashing all of our objectives …
30K views on YouTube
76K views on Facebook & Instagram
Average viewing time: 57 seconds of a 1min 2sec video
95% of viewers watched till the end
Fun, animated IPA-fact ads were shared through targeted social media, achieving a 62% uplift in engagement from the last campaign we did!
The multi-channel campaign ran across Facebook, Instagram, Twitter, YouTube, and included a Snapchat geo-filter that was used and shared over 400 times.
Our main objectives were to drive excitement and conversation about ale, get people to the festival landing page to find their nearest participating venue and, of course, visit the pubs – over 57% of users converted to find a pub.
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