Strongbow - Bowtime

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases.

Strongbow – Bowtime

Principal Authors: Mandi Taylor - RAPP, Robert Thurner - Incentivated Contributing Author: Celina Bublik - Incentivated

SUMMARY

This is the story of how an imaginative mobile phone – centric campaign has persuaded core Strongbow drinkers to engage meaningfully with the brand, resulting in a significant uplift in their frequency of purchase.

MARKET CONTEXT – ESTABLISHING LEADERSHIP WITH INNOVATION

2005 was boom time for the cider sector – volume and value figures shot up by 12% and 19% respectively * (source: Euromonitor International 2006) with brands such as Magners leading the way with the 'must have' over-ice...

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