Murphy's: When it rains it pours

This case study describes a campaign in Ireland by Murphy's, the beer brand owned by Heineken, which used a mobile phone app to target men aged 25-35.

Murphy's: When it rains it pours

Publicis

Background

With the summer of 2012 shaping up to be the wettest on record, we created the Murphy's 'When It Rains It Pours' (WIRIP) app. The idea and the app would take on the big boys like Budweiser – with a far more realistic take on linking free pints to the weather.

Murphy's volumes were down, recruitment to the brand was suffering because stout was less relevant to men aged 25 – 35, who were also spending less time than ever in the pub. Even regular Murphy's drinkers were losing some faith in...

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