Monday, 7 August 2006

Grolsch Holistic campaign

Grolsch have busy putting together a very clever holistic campaign based around their "Green Light District" concept. See the video below for a clear overview of what they did.

Their agency, Leith in Edinburgh, teamed up with Vizeum and Kinetic (specialist outdoor media planners)to use different types of media for different purposes to work together to create a holistic concpet.

Before the campaign even broke, in fact during the sell-in to targeted bars in Edinburgh, a further four outlets contacted Coors Brewers direct and asked to be included on the basis of the strength of the campaign materials. At this stage it was clear that the idea would develop into a nationwide concept.

Interactive maps on bus shelters guided punters to Green Light District bars
Green lights in bars drew people in
Dutch waitresses served perfect pints of Grolsch

This has been rolled out in 14 of the UK's most fashionable areas: Clapham, Edinburgh, Manchester, Brighton, Islington etc.

This all combines with their interactive ad which links directly to their BTL campaign to win glasses by collecting bottle tops. Symbiosis of on and off trade targeting through a holistic idea.

Areas that hosted the Green Light District had a 62% rise in sales.

To read Leith's case study click here.


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