In-bar postcard and poster activity was used by Bacardi to reach consumers at a moment when they would be deciding what to drink
In June and December 2003 Bacardi undertook extensive four-week campaigns incorporating TV, cinema, roadside 6-sheets and in-bar media. The aim was to position the rum brand as "The Latin Party Spirit" and the key target audience was socially active 18-34-year-olds.
Over a four week 'blitz' 280 London bars carried a total of 100,000 Bacardi postcards and 370 nationwide bars featured illuminated Bacardi A1 posters. EPOS sales data from the participating bars was compared with sales in control sites. All the bars were in key conurbations and were matched on the basis of footfall, quality of environment and audience demographics. Sales for the four weeks prior to the campaign activity were compared to sales during the activity and the four weeks afterwards.
Outdoor has been used cross format by many key advertisers including Ford H & M, and Harry Potter. For more great case study examples visit our case study library at www.oaa.org.uk.
EPOS data showed the impact of the in-bar activity; the bars with Bacardi activity recorded a 78% sales increase, while those without activity saw sales fall by 1.3%. The benefit continued after the campaign, with sales remaining up by 27% after the postcards and posters had been removed.
By putting in-bar activity on its schedule, Bacardi enhanced the awareness generated by its TV, cinema and poster campaigns and boosted sales of its product