Sydney is a city where many people love beer and during summer imbibing in a cold one becomes a favourite outdoor pastime. But many of the best-selling beers are from interstate or overseas – not Sydney.
With Sydney bracing itself for the hottest summer on record, we wanted to capitalise on the high penetration of beer drinkers enjoying Sydney Time during that period and reward them for enjoying a crisp, cold, refreshing brew on a hot Sydney day.
We created the SBC Summer Price Index which worked on a simple premise: As the temperature went up, the beer price came down. When the temperature rose over 30 degrees – Sydney’s summertime average – the discounts grew. Patrons could monitor the Index on their smartphones, locking in a discount each day when they believed the temperature was at its peak – the maximum price cut being 49%.
- 7,500+ units sold in participating venues
- 130+ pieces of coverage generating a reach of 61 million
- 7,500 digital engagements
Havas Blvd service mix:
digital strategy + web design and development + data analytics + video production