Our Work – Project Highlights
Carling Pub Quiz
Driving footfall into the on trade with the Carling pub quiz
Challenge
In 2005, there were no major football or sporting events for Carling to harness for on trade activity. The challenge was to develop engaging activity for the consumer that would also satisfy the retailers' demands for bums on seats.
Insight
In the absence of a property to leverage Attention recommended a strategy that would maximise brand visibility and communication opportunities throughout the Summer.
The midweek 'pub quiz' is a destination occasion across thousands of local and community pubs. Quizzes are often basic affairs usually relying on the to landlord act as question master and devoid of the potential of modern technology.
As regular features in the weekly calendar quizzes also provide the opportunity for ongoing brand presence outlasting standard in bar promotions.
Solution & Results
Attention created a bespoke Carling pub quiz on DVD featuring questions on Carling's key properties of music and football. Shaun Keaveny, a rising star on XFM radio, and natural role model for consumers, hosted the quiz.
The quiz mixed a selection of 600 text based, still visual and movie clip questions which alternated on a random basis via an individual programming solution that was created for this quiz. There were 3 breaks through the quiz splitting it into 4 sections. During the breaks consumers were invited to refresh their drinks, simply watch the Carling advert or go to the loo!
The quiz DVD was supported with POS and support materials including posters, window stickers, branded Carling quiz pencils and branded answer sheets.