Drinks · Campaign
Aperol: spritz deals on the big screen.
In 2022 Aperol bought squeeze-back ads around live sport on the venue screens, pointing guests to the free Wi-Fi for Aperol Spritz deals: two for the price of one, and a tree of six to share.
Results to followThe ads ran from May to June 2022. Results to follow.
- Squeeze-back ads
- Slim TV ads
- Venue Wi-Fi deals
- Client
- Aperol
- Sector
- Drinks
- When
- 2022
- Engagement
- Campaign
Paid screen media on the Tiger's Milk and La Parada venue network: 16 Tiger's Milk and 9 La Parada restaurants at the same time. Results are not yet on file.
All 25 restaurants on the network: 16 Tiger's Milk and 9 La Parada
Tiger's Milk 16
Gauteng
- Bedfordview
- Bryanston
- Cedar Square
- Melrose Arch
Western Cape
- Blouberg
- Camps Bay
- Century City
- Claremont
- Durbanville
- Kloof Street
- Muizenberg
- Stellenbosch
and 4 more Tiger's Milk restaurants
La Parada 9
9 La Parada restaurants
Every campaign on the network ran in all of them at the same time.
Not for persons under the age of 18. Enjoy responsibly.
Chapter 1 of 5
The brief
Aperol used the venue screens to sell the spritz at the table: an ad on the TV during the game, a deal waiting on the venue's free Wi-Fi, and a waiter to pour it.
It started with a slim ad along the bottom of the screens in January 2022. In May and June 2022 Aperol took the bigger squeeze-back format around live sport, with three loops and two kinds of deal: two Aperol Spritz for the price of one, and the Aperol Tree, six spritzes on a stand to share.
- Brand
- Aperol Spritz
- Venues
- 16 Tiger's Milk and 9 La Parada, all at the same time
- Slim TV ads
- January and June 2022
- Squeeze backs
- Three loops, May and June 2022
The idea
Two Aperol Spritz for the price of one.
The offer lived on the venue's own Wi-Fi, so the TV had one job: get guests to connect. Once they did, the deal sat in the drinks specials, behind one short question about the guest. The brand learned something at every table; the guest left with a second spritz.
- Put Aperol Spritz on the TV during the game
- Send guests to the free Wi-Fi for the deal
- Sell the spritz in twos, and the Tree of six
- Ask one question in return for each reward
Chapter 2 of 5
On the screens, during the game
During the game the picture squeezes back into a window and Aperol takes the frame around it with one deal. Each loop below is the ad as it ran.
-
2 for the price of 1May 2022. -
Aperol Tree of 6, R450May 2022. -
Aperol Tree of 6, R350June 2022.
Slim ads ran along the bottom of the screens in January and June 2022.
Three ways in
The TV pointed to the venue's free Wi-Fi; the Wi-Fi opened the venue web app, where Aperol sat in the menu and the specials.
The TVThe squeeze back during the game. 
The in-menu bannerAperol's banner in the venue app's drinks menu, from its November 2021 creative. 
The question tileOne question, then the reward.
Chapter 3 of 5
The deals
Two deals carried the campaign, both bought at the table and redeemed in the venue app.
-
On the free Wi-Fi
2 for 1
Go to The Garden free Wi-Fi and get two Aperol Spritz for the price of one. In June 2022 La Parada listed it as buy one, get one free, for R88.
-
To share
R450
An Aperol Tree of six spritzes on a stand, for the table. La Parada's June 2022 deals list it at R450.
-
A second price
R350
The June loop sold the same Aperol Tree of six for R350.
Chapter 4 of 5
How it worked
The network ran on an insight-for-reward model: the guest tells the brand something, the brand gives the guest something.
Connect to the Wi-Fi
Guests reached the venue web app by signing up to the free Wi-Fi or scanning a QR code on the table. The app is data-free: the menu, specials, meal deals, ways to win and events, with brands inside it.
Answer one question
Before the deal is revealed, the guest answers one profiling question from a drop-down: quick to answer, and easy to count.
Rub, reveal, claim
The guest rubs a tile to reveal the reward, claims it as a QR code and shows it to the waiter. Every discount was redeemed through the app, and a guest could claim a favourite deal again every 15 minutes.
Tier 1 and Tier 2
Brands bought the network in two tiers. Tier 2 activates inside the menu, in the brand's own category, with the same data and insights as Tier 1. Tier 1 adds the landing-page banner and call to action, a call to action on every page, the runner ad on the TVs, split-screen ads during live sport, 35% of the advertising screen instead of 10%, QR-code coasters and half of the podium advertising.
On the guest's phone
Seven steps to the Aperol deal
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Join the free Wi-FiThe TV says where: connect to the venue's Wi-Fi, or scan the code on the table.
-
Enter the venue appThe menu, specials and ways to win open in the browser.
-
Choose a categoryThe drinks menu opens by category, from white wine to brown spirits.
-
Find Aperol in the menuInside its category, the Aperol banner points to the drink specials: buy an Aperol Spritz and get a soda mix on us.
-
Answer the questionOne profiling question, answered from a drop-down, unlocks the deal.
- Rub to revealThe guest rubs the tile to reveal the reward, then taps to claim it.
-
Show the code to the waiterThe reward comes up as a QR code to show the waiter, and the deal is redeemed in the app.
Chapter 5 of 5
The results
The results of this campaign are not on file yet. When they are found and checked, these are the measures they will show.
Aperol venue-screen dashboard
What it will measure
8 weeks · sample
- Sample
6,840
Wi-Fi connections
- Sample
1,215
Deals redeemed
- Sample
48,600
Screen plays
On the screens
- Sample
48,600
Screen plays
Squeeze-back and slim ads played around live sport on the venue TVs
- Sample
36
Plays a venue a day
Average across Tiger's Milk and La Parada venues
| Item | Value |
|---|---|
| W1 | 5,400 |
| W2 | 5,900 |
| W3 | 6,300 |
| W4 | 6,100 |
| W5 | 6,400 |
| W6 | 6,200 |
| W7 | 6,000 |
| W8 | 6,300 |
- Squeeze-back 64%
- Slim TV ad 36%
On the phone
- Sample
6,840
Wi-Fi connections
Guests who joined the free venue Wi-Fi and saw the Aperol deals
- Sample
1,215
Deals redeemed
Aperol Spritz and Aperol Tree deals claimed at the bar
- Sample
17.8%
Redemption rate
Deals redeemed for every guest connected
| Item | Value |
|---|---|
| W1 | 720 |
| W2 | 1,530 |
| W3 | 2,380 |
| W4 | 3,240 |
| W5 | 4,110 |
| W6 | 4,980 |
| W7 | 5,900 |
| W8 | 6,840 |
| Item | Value |
|---|---|
| Aperol Spritz 2-for-1 | 905 |
| Aperol Tree (six to share) | 310 |
of connected guests claimed a deal
Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.
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Martell
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