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YourCall

Innis + Gunn

Your Call

00.
Created a campaign shaped by the drinkers
01.
Let Glasgow decide what we did with our marketing spend
02.
Raised awareness, gaining new fans and reinforcing long-standing ones

After a forceful couple of years investing in distributing and marketing Innis & Gunn Lager, the 2018 campaign ‘Your Pint’ cemented it as Edinburgh’s pint. The campaign resonated throughout Scotland, but was the fruit of a pointed city strategy.

It’s success provided a model that worked – talk to a city directly, and they will respond. So it was time to decide on our next city to talk to. And logically, that city was Glasgow.

We knew we’d never be ‘Glasgow’s pint’, and we didn’t need to be. But we were there to play for a bit of the turf with an ambition to recruit new drinkers, and reinforce credentials with existing ones, in a bid to build a bigger presence outside of Edinburgh and across Scotland.

The Great Glasgow Lager Survey

If we were to create a campaign that resonated with the people of Glasgow, we needed to get to know them a little better first, and if there’s one thing we’ve learnt about our drinkers, it’s that they love filling in a survey.

 

Much like the surveys we’ve done in the past, questions were based around attitude and behaviours, Glasgow itself and it goes without saying but, Innis & Gunn. 

 

Questions ranged from ‘do you like Innis & Gunn?’ to ‘what is thee iconic landmark you associate with Glasgow?’ as we set about probing for consistent insights around which to base the campaign.

What’s the best thing about Edinburgh? ‘The M8 back to Glasgow’

We quickly learnt that our East Coast credentials wouldn’t get us very far with the weegies, so needed to find a different ‘in’. While reaping the survey results, looking for patterns in best nights out, favourite pubs, and top beer moments we found one insight present in all submissions. And we kicked ourselves for not seeing it coming.

People (Really Do) Make Glasgow

Looking at the insights one thing was clear – Glasgow is Glasgow’s biggest fan. They love their city and moreover, the people that occupy it. You only have to step out the side door of Queen Street Station to see it written in letters spanning four, bright pink storeys. People Make Glasgow. We should have known.  

 

So that was that. And we were pretty glad. Our work with Innis & Gunn always has the drinker at the heart – we don’t talk at them, we’re with them and often rope them in. So if the people are the best thing about Glasgow, then they were about to play a pretty big part in our campaign.

Power to the people

So rather than use this campaign to tell Glasgow to drink our beer, we let Glasgow shape the campaign by telling us what to do with our marketing budget… within predetermined parameters, we still have procurement to answer to. 

 

From the survey results, there were other things about the city that we knew drinkers loved. We used these insights to come up with activations that would resonate with the people of Glasgow, all they had to do was tell us how/where they wanted them. Born was ‘Your Call’.

Asking people to vote for stuff? What could possibly go wrong?

The campaign would span a 4 week period, with us asking a new question each week, and delivering the results the following week. We asked the questions on billboard sites across the city, and created an online hub where folk could go and give their tuppence.

Week 1. People Make Glass Go

The survey showed a distinct rivalry between Edinburgh and Glasgow, so for week one, we threw the gauntlet down. Glasgow saw our ‘Big Pinch’ and wanted a go in their city. So we brought it to them but with a catch… instead of a van load, it was a truck load, and instead of taking them leisurely, we challenged the people to nab them quicker than their East Coast counterparts. All they had to decide was how many they thought they could steal.

 

They were not to be beaten. They shifted a just over 2000 glasses in under 25 minutes, and only smashed one. G’wan Glasgow.

Week 2. Payday Pints

When it came to beer ‘occasions’, very few folk were going out the last week of the month.  Times were tight and they were waiting until after payday. The thirst was still there, but they couldn’t justify the spending. It seemed a shame to hear so many people going a week without pints, so we asked them what day they’d be most appreciated. They voted, and we delivered. On the Tuesday before payday, a beer ATM appeared outside Hillhead station, dispensing beer tokens to be exchanged for a free pint in the Innis & Gunn Taproom around the corner. Payday came early.

Week 3. Peak Pints

Getting out of the city when big events were on proved popular, with many people heading to the hills in a bid to escape the rush, cracking a can at the top before descending back to base. We asked Glasgow which munro they’d most like to see a bar on top of, and they voted Ben Lomond. So on the weekend of a music festival took over the city, we tempted folk to the countryside with a pint at the top of a peak. With the help of Guy & Co, we donned our walking boots and installed a bar at 3,196 ft… Thirsty work if you ask us!

Week 4. Mural

Then onto our final week. Glasgow’s mural trail is a pride of the city – we wanted to gift the people a piece they felt was theirs and that they had a say in, rather than emblazing one of Glasgow’s walls with an advert. So we recruited local mural and signpainting hotshots the Globel Brothers to come up with some designs for their city, and put it to a vote. The shortlist included typographical executions of ‘Did ye aye?’ and ‘Bolt ye rocket’ but a parody ad for ‘Tartan Paint’ inched it. A site was secured in the West End, just around the corner from the Innis & Gunn taproom, and on the first dry day (not as many as you’d think for July), it got painted up.

Our call on your call

Glasgow didn’t chase the beer brand from Edinburgh out of the city,  we actually think they warmed to us pretty nicely, actively engaging with four weeks of activity. We even attracted a rogue to our #PeopleMakeGlassGo activation, but that’s a story for another time. The activity all led to a big increase of Lager visibility on Scotland’s west coast, with a large number of new bars pouring it from taps or selling it from cans, as well as even more supermarket listings for those who enjoy a pre-drink rather than a pub drink.

The Results

- 1.25 million total campaign reach on socials

- Over 100,000 reach on Ben Lomond Facebook post alone, 25-34 age range most highly engaged, with DM’s appearing from all over the world

- 1,258,583 total campaign reach

- 2.4% campaign engagement rate

- 29,472 total number of engagements

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