Beam UK
Publicis Dialog
CATEGORY
Consumer Direct Mail (Low Volume)
THE TEAM
Danny Kellard – Creative Director Andy McAdie – Creative Director Claudia Simms – Brand Director
WHAT IS WONDERFUL...?
We harnessed the power of recommendation via our loyal drinkers database to drive trial of Laphroaig. 15% of existing friends recommended 2.6 friends. 63% of recommended friends applied for miniatures. The number of friends rose 52% per day and web traffic rose by 39%.
OBJECTIVES
To drive awareness of Laphroaig and the Friends of Laphroaig (FoL) among target consumers, sample 4,000 new users with Laphroaig 10 Year Old...