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Drinks · Campaign proposal

Ballantine's: a free mixer for your time.

A Ballantine's On Trade promotion offering a free mixer and an instant prize to guests who connect on Wi-Fi or scan a QR code and answer a few questions from the brand.

  • Table talkers and posters
  • Venue screens
  • Venue Wi-Fi
  • QR codes
  • Mobile web app
Mixer with a bottle
1 litre
Mixer with a double
200 ml
Questions
3
Engagement
A Ballantine's squeeze back on a venue TV: a bottle of Ballantine's Finest and a highball beside a window playing the Ballantine's and soda film, above the line Buy a double Ballantine's and get an instant prize.

QR code that opens this Ballantine's page on hellobrand.co.za.

Ballantine's app welcome tile: Welcome to Ballantine's, bringing you the finest blended Scotch whisky, with a bottle of Ballantine's Finest.

A campaign proposal by Hello Brand for Ballantine's, set up as an informal 2022 proof of concept. The table talkers, screen ads and app were made; no results are on file.

Not for persons under the age of 18. Enjoy responsibly.

The brief

Ballantine's wanted to grow bottle and double-shot sales in neighbourhood venues and learn how guests like to drink it.

Who it is for: adults of legal drinking age in taverns and neighbourhood bars, ordering by the bottle or by the double.

In these venues whisky is rarely drunk on its own; the mixer is part of the order. Giving the mixer away makes the brand the easy choice.
Where
Taverns and neighbourhood bars
When
2022, as a proof of concept
Offer one
A bottle, with a free 1 litre mixer
Offer two
A double, with a free 200 ml mixer
Plus
A chance at an instant prize
Way in
Free Wi-Fi or a QR code

The idea

Offer tile: a bottle of Ballantine's with a free one-litre mixer, showing the bottle, the mixer and a glass.

There's no wrong way to mix.

Make a clear offer on the table and the screen: buy a bottle and get a free litre of mixer, or order a double and get a free can. To claim it, guests connect to the venue Wi-Fi or scan a QR code and answer a few questions from Ballantine's; the answers tell the brand how its whisky is really drunk, and the guest gets the mixer and a chance at an instant prize.

  • Sell more bottles and more doubles
  • Learn how, and where, guests drink Ballantine's
  • Reward the purchase on the spot
  • Keep guests with the brand after the order

On the screen and on the table

The same offer in three places: the venue TV, the table talker and the banners in the web app. Every one ends with the same call: connect to the free Wi-Fi to get the deal.

Ballantine's squeeze back: a bottle and a highball beside the brand's film, with the lines Buy a double Ballantine's and get an instant prize, and Connect to the free Wi-Fi to get deal.
The August 2022 squeeze back, with the Ballantine's and soda film in the window.

On the table: four steps

  1. Connect to the free Wi-Fi, or scan the QR code.
  2. Answer a question from Ballantine's.
  3. Get a complimentary mixer on us.
  4. Stand a chance to win an instant prize.

Valid while stock lasts; Ts and Cs apply.

Ways in

  • Ballantine's web-app banner: order any special for a chance to win, there's no wrong way to mix, with a bottle of Ballantine's Finest.
    The win bannerOrder any special for a chance to win.
  • Ballantine's survey banner: tell us what you think and earn great rewards, with a Start now button.
    The survey bannerTell us what you think, earn rewards.
  • Offer tile: a double shot of Ballantine's with a free 200 ml mixer, showing a glass and a ginger ale can.
    The doubleA free 200 ml can.
  • Food deal tile: the Ballantine's shisanyama combo deal, a bottle of Ballantine's and tonic water with braaied meat over flames.
    The food dealA shisanyama combo.

The guest's journey, start to finish

From the table talker to a free mixer at the bar: ten steps in the phone's browser, with no app to download.

Ten steps

  1. Spot the offerOn the table talker or the venue TV: a bottle with a free litre of mixer, or a double with a free can. Offer tile: a bottle of Ballantine's with a free one-litre mixer.
  2. Connect or scanJoin the free Wi-Fi or scan the QR code, and the Ballantine's web app opens. Ballantine's app welcome tile with a bottle of Ballantine's Finest on a navy background.
  3. Sign upPhone number, email, name, date of birth and gender, and agree to the terms and the privacy policy. Blank sign-up form: phone number, email address, name, date of birth, gender, and a box to agree to the terms and privacy policy.
  4. Open the Ballantine's menuFood deal, drinks deal, photo, games, win and the user profile, one tap each. The Ballantine's web app menu in navy: the Ballantine's logo above buttons for food deal, drinks deal, photo, games, win and user profile.
  5. Answer Ballantine's questionsWhat excites you most about Ballantine's, how do you prefer to drink it, and where? Question screen: what excites you most about Ballantine's, how do you prefer to drink your Ballantine's, and where do you prefer to drink it, each with an answer box.
  6. Rub the tileA rub-to-reveal tile decides the instant prize. Navy tile with the words Rub me.
  7. Reveal: win, or try againA prize, or the offer with a try-again for next time. Reveal tile: Double shot Ballantine's plus free 200 ml mixer, try again.
  8. Claim the couponAfter buying, the guest claims the coupon code: scan the QR code. Navy coupon tile on a phone: claim your coupon code after purchase, a QR code and a Scan the QR code button.
  9. Show the managerCongratulations: the guest shows the QR code to the manager at the bar, and the free mixer is redeemed. Navy prize tile on a phone: Congratulations, a QR code, show the QR code to the manager to redeem.
  10. Back for moreBallantine's, Stay True: one tap takes the guest back for the next round. Navy app button on a phone: the Ballantine's Stay True badge and the words Back for more.
Offer tile: a bottle of Ballantine's with a free one-litre mixer.
Step 1 of 10

Every mechanic, in detail

Two offers, one exchange: a mixer and a chance to win, for a purchase and a few honest answers.

The bottle offer1 L

Buy a bottle of Ballantine's and receive a complimentary 1 litre mixer, and a chance to win an instant prize. Valid while stock lasts.

The double-shot offer200 ml

A complimentary 200 ml mixer with every double shot of Ballantine's, and a chance to win an instant prize.

Questions for a gift3

Before the reward, guests answer three questions from the brand: what excites them most about Ballantine's, how they prefer to drink it and where. One short form turns every free mixer into first-party insight.

Question screen with three Ballantine's questions and answer boxes.
Rub, reveal, redeem

A rub-to-reveal tile settles the instant prize. Winners get a code to show the manager; everyone else sees the offer again with a try-again. After buying, guests claim the mixer coupon with a code and redeem it at the bar.

  • Navy tile with the words Rub me.
    Rub
  • Navy tile with the word Reveal.
    Reveal
The Ballantine's web app

Behind the offer sits a branded web app on the venue Wi-Fi: a drinks deal and a food deal, games, a photo gallery, a playlist, merchandise, a win section and the guest's own profile. It keeps guests with the brand for the rest of the visit.

Navy app banner with the word Win.
On the venue screens

Two squeeze backs and two slim ads, made in August 2022, carried the offers on the venue TV: “Buy a bottle of Ballantine's and receive a complimentary 1 L mix and you could win an instant prize”, “Buy a double Ballantine's and get an instant prize”, and “Connect to the free Wi-Fi to get deal”.

What we proposed

A promotion Ballantine's could switch on in any venue with a TV and Wi-Fi: point-of-sale and screen ads that sell the offer, a web app that trades a free mixer for a few answers, and a code that ties every reward to a purchase.

An offer you can see

Point-of-sale table talkers and the venue TV spell out the deal and the steps.

A question for a gift

A few brand questions unlock the free mixer and gather insight.

More to do

Deals, games and photos in the app keep guests with the brand.

No targets were set and no results are on file. Once they are, these are the measures it will show.

Results to follow Figures are added here if results are found.

What it will report

  • Guests connected

  • Questions answered

  • Free mixers claimed

  • Instant prizes won

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