THE CHALLENGE

To put the Young’s range of traditional ales very much ‘front of mind’ for modern ale drinkers living in London, whilst at the same time encouraging footfall into Young’s pubs.

 

THE STRATEGY

To attract people back into the real and genuine chat room of a Young’s pub - ‘The Original Social Network’. Creating a media strategy that ensured the target audience was engaged at the right time and place, primarily using rail and underground outdoor formats to deliver massive audience reach and campaign scale. This was supported by advertising within Time Out and the Evening Standard, as well as behavioural and contextual online display advertising communicating the sales promotion offer, helping drive footfall and data-capture.

 

THE RESULTS

18% increase in Young’s beer sales year on year for the campaign period. A ‘9 out of 10’ rating for the campaign by pub landlords for the quality of the campaign at generating more customers.