To develop an engaging and relevant consumer promotion that will recruit the 25-34 YO Male by positioning Jameson as a contemporary, sociable and accessible spirit. Drive Trial & Mixability of the Jameson serve.
Created discover Jameson concept to create trial through a contemporary brand experience which employed genuine Irish staff who delivered a sociable, premium experience which was very well received by staff and the On-Trade alike. Over the 7 week Phase 1 campaign and 4 week Phase 2 campaign, samples were given out in quality/premium independent & managed retail outlets in London, Manchester, Chester, Liverpool, Birmingham, Nottingham and Leicester. Sampling also took place at the British Film institute.
Neon provided key premium brand partnerships with Fever-Tree to ensure that the sampling serves would have the best quality taste possible, as well as introducing Geronimo Inns, Novus Leisure and O’Neill’s managed retail chains, whose pub offering has a strong affinity with the target audience.
Neon developed a mobile text-and-win prize draw promotion, whereby consumers could text in a keyword unique to the outlet they were texting from, and be entered for a chance to win a trip to New York for St Patrick’s Day 2012. Consumers could also instantly win a 2-4-1 on Jameson at the bar or a free round. The consumer was given the option to gain an additional entry into the prize promotion by sharing on Facebook, thus driving the social media presence of Jameson.
542 visits over 11 weeks in 284 individual accounts
10 Event Managers and 30 Brand Ambassadors delivered 39,841 samples
2,675 mobile entries in Phase 1(12% of people sampled), Phase 2 ongoing.