The Bulmers Way

The Bulmers Way

Integrated Campaign

Client:

Heineken

Ambition

Deliver increased sales volume by communicating Bulmers’ premium quality credentials.

Solution

A perfect serve campaign with a difference.

The Bulmers Way was an innovative & immersive promotional campaign integrated across the on and off-trade, featuring a world-first 3D augmented reality app and consumer-driven mechanic to drive awareness of Bulmers’ Perfect Serve.

By scanning drip mats (on-trade) using our ‘world first’ app drinkers could witness an augmented pint being served in a Bulmers glass, before rating the Bulmers they received in the pub for the chance to win gig tickets. This mechanic fed drinkers’ desire for new tech and smartphone obsession, whilst turning them into our very own mystery shoppers.

Results

On-trade sales uplift +51%

Grew Bulmers on-trade market share by +2.9%

Off-trade sales uplift +83%

Grew Bulmers off-trade market share by +1.8%

5,025 downloads of Bulmers app vs. industry benchmark of 1,000

51,601 samples distributed in off-trade, 48% leading direct to purchase

6,012 entries into Rate Your Bulmers & Win promotion vs. KPI of 3,000

Awards

Award winning campaign securing 5 industry awards including; 

MAAW Globe Award for Best Alcohol Beverage Campaign in the World, 

IPM Gold for Best Short Term Trial and Awareness


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