A highly awarded two-year campaign to drive consumption on Bulmers Pint Bottles (on-trade) and combat the emerging 'pre-drinking' trend.
With mobile use and apps on the rise, the core of the strategy was to get in peoples' pocket and play a part in their evening out. The first year consisted of a AR-driven competitions (eg trips to the Big Apple), accessible only by scanning a bottle. There was also an events guide and social-media driven planner.
The second year, we refreshed the app and delivered frequent targeted, timed micro-missions to consumers, such as being given a certain amount of time to take a selfie with a pint bottle to win tickets to Bulmers Forbidden Fruit music festival.
With mobile use and apps on the rise, the core of the strategy was to get in peoples' pocket and play a part in their evening out. The first year consisted of a AR-driven competitions (eg trips to the Big Apple), accessible only by scanning a bottle. There was also an events guide and social-media driven planner.
The second year, we refreshed the app and delivered frequent targeted, timed micro-missions to consumers, such as being given a certain amount of time to take a selfie with a pint bottle to win tickets to Bulmers Forbidden Fruit music festival.
Role: Concept, Creative Direction, Art Direction, Tech scoping, CX and UX
Havas Dublin: ATL concept and development
Havas Dublin: ATL concept and development
