The One Show
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Cold Tracker
Agency Promise / Johannesburg + Thinking Cap Productions / Johannesburg + Informed Decisions / Johannesburg
Category
Billboards & Transit / Dynamic Billboards & Transit
Annual ID
OS_OH21_006S
About the Work
The Challenge:
The drastically hiking electricity prices in parts of Africa has seen 3 out of 5 informal beer outlets turn their fridges off to avoid the higher running costs and rising electricity bills, making cold beer harder to find. A problem for a beer brand like Castle Lite who is all about Extra Cold Refreshment on one of the world's hottest continents, ultimately rendering all of our advertising - meaningless. So, how do we make cold fridges worth the extra spend for outlets and make cold beer easier to find for our consumers?
The Solution:
The World's first temperature-based media trading platform. We traded cold fridge space in exchange for free ad space. By fitting 3G devices into 212 outlet fridges we tracked their exact location and temperature - in real-time. A Cold Tracker tracks the coldest fridges in an area and rewards the outlets with free geo-located advertising space. By pulling the data from our cold tracked outlets onto digital outdoor sites, we showcased the coldest fridges in an area telling people exactly where to find the coldest beer in Africa
Cultural Context:
In Africa the beer category is made up of many types of outlets. This campaign targeted informal outlets which are legal beer selling businesses that operate in more informal settings. Often these outlets operate out of the owners home, where private spaces are transformed into a public spaces. This market is responsible for a very large part of AB InBev Africa sales, but is very price sensitive.
The drastically hiking electricity prices in parts of Africa has seen 3 out of 5 informal beer outlets turn their fridges off to avoid the higher running costs and rising electricity bills, making cold beer harder to find. A problem for a beer brand like Castle Lite who is all about Extra Cold Refreshment on one of the world's hottest continents, ultimately rendering all of our advertising - meaningless. So, how do we make cold fridges worth the extra spend for outlets and make cold beer easier to find for our consumers?
The Solution:
The World's first temperature-based media trading platform. We traded cold fridge space in exchange for free ad space. By fitting 3G devices into 212 outlet fridges we tracked their exact location and temperature - in real-time. A Cold Tracker tracks the coldest fridges in an area and rewards the outlets with free geo-located advertising space. By pulling the data from our cold tracked outlets onto digital outdoor sites, we showcased the coldest fridges in an area telling people exactly where to find the coldest beer in Africa
Cultural Context:
In Africa the beer category is made up of many types of outlets. This campaign targeted informal outlets which are legal beer selling businesses that operate in more informal settings. Often these outlets operate out of the owners home, where private spaces are transformed into a public spaces. This market is responsible for a very large part of AB InBev Africa sales, but is very price sensitive.
2021 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Promise / Johannesburg
Production Company
Thinking Cap Productions / Johannesburg
Informed Decisions / Johannesburg
Art Director
Jason Fieldgate
Creative Director
Nic Kostouros
Designer
Bonolo Diseko
Tiisetso Mosala
Director
Niel Mostert
Executive Creative Director
Marc Watson
Writer
Kyle Gregorowski
Account Manager
Lulu Makhesha
Brand Director
Silke Bucker
Business Unit Director
Ashleigh Van Niekerk
Marketing Manager
Franscoe Bouwer
Seth Baise
Silvanus Mazula
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