Sydney Beer Co leverages rising summer temperatures in discount campaign offer
Sydney Beer Co has launched the ‘Summer Price Index’ campaign which offers Sydney residents a discount on beer when temperatures soar around the city.
The campaign, created by BD, encourages users to monitor the daily temperature using the ‘Sydney Beer Co Summer Price Index’ app and lock in a discount as the temperature increases and price of beer decreases.
Sydneysiders can redeem the discount at venues including the Watsons Bay Boutique Hotel, Imperial Hotel Erskineville, Daniel San Manly, Park House and Northies.
Additional Credits: Clemenger BBDO Melbourne circa 2016.
Can’t remember the agency, but this was done for a beer in Ireland in about 2012/13.
Was Budweiser in 2011 IIRC
Isn’t this the exact example that the godfather of effectiveness Les Binet gives in “How not to Plan’ of a terrible idea?
Which means a) it’s a stolen idea and b) it’s not a good one.
I quote Mr Binet ‘Those people who downloaded the app are loyalists……and it was flogging the product when they were going to buy it anyway so you can’t really increase volume and because of the discount you reduce profits. he ends by saying the client in post analysis says ‘You should never, ever do this again because it’s such a loss making venture… but hey what would he know.
If you want proof –
If you have listened to the warc presentation on the book ‘How not to Plan’ he mentions it at about minute 10.
I’ve read it too, but to be honest take issue with that as a common rule of thumb across everything. In the situation of a duopoly – such as the Australian beer industry, where your competitor presence is at saturation point – it’s equally as much about getting people to try your product as it is to stimulate repertoire – quickly. A pub discount pegged against hot afternoons feels like it fits into a beer purchase cycle quite nicely.
Oh I get the need to get attention and do something a bit different against the Doupoly, and also against the 200 or so craft brewery choices out there. It’s a bit difficult to understand how to access the discount from the article or the video. But in an effort far greater than any beer drinker would put in I went to Sydney beer Co’s website and can’t find anything. More searching (again way more than any consumer would do) I understand it’s a micro site (why do we still do microsites, other than more dev cost for agencies), where I then have to give you an email address….really far to complicated to a (at best) half price beer,
Wouldn’t it have been easier just to offer two for one beer during happy hour at the 6 venues? And yeah I get this is a bit of PR stunt, but an article in mumbrella is not PR – hopefully it gets picked up by the Daily Tele or SMH or something like that – there reach might get an make a difference. Having said all that – always happy to support a craft brewer against the Doupoly so hope I’m wrong and I’ll pick up a Sydney beer Company beer next time I’m in Sydney.
This is an exact case study in APG’s “How Not To Plan”. But nah, people will definitely download an app they’ve never heard of for a discount on a beer they’ve never tried.
Do we get royalties for Hungerithm?
We own the IP FYI
Sorry, but digital coupons aren’t new. Every sector uses them, products and services, fast fashion, fmcg, consumer electronics etc. This is a sound PR idea, timed to catch an annual weather event in Sydney for a few weeks in January. Part of its charm – imho – is its capacity to create a sampling spike using the one thing in your pocket that measures everything from your distance to the moon, to last nights sleep apnea diagnosis and, of course, the daily temperature… Love it or hate it, these mobile-led digital discounts are part of the landscape.