Drinks · Case study
Savanna at Tiger's Milk: a Savanna on us.
How Savanna used the Tiger's Milk guest Wi-Fi platform from 11 November to 16 December 2021 to swap a quick question for a Savanna on us, and what it achieved.
- Venue guest Wi-Fi
- Mobile web app
- 2-for-1 reward
- Category sales tracking
- Share of cider sales
- 69.5%
- Surveys completed
- 1,719
- Restaurants
- 25
- Campaign
- 5 weeks
Delivered by Brand Hailer, founded by David Loebenstein, with Life and Brand as shareholders.
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 7
The brief
Launch Savanna on the new Tiger's Milk venue Wi-Fi platform, reward adult guests with a Savanna for answering a quick question, and track Savanna's share of cider sales before and during the campaign, from 11 November to 16 December 2021.
Audience: adult guests (18+) at Tiger's Milk restaurant-bars who connected to the free TIGERS JUNGLE Wi-Fi.
Where it ran: the Tiger's Milk venue web app, in 16 Tiger's Milk and 9 La Parada stores, from 11 November 2021.
- Campaign
- 11 November to 16 December 2021
- Venues
- 16 Tiger's Milk and 9 La Parada stores
- Package
- Tier 1: the top banner on the main navigation page and peak time on the screens
- Platform
- Free TIGERS JUNGLE Wi-Fi and the venue web app
- Offer
- Buy a Savanna, get one on us
- Who could take part
- Guests aged 18 and over
- Measured
- Savanna's share of cider sales and sales per day, before, during and after
The idea
Answer below and get a Savanna on us.
Guests already on the free venue Wi-Fi saw a Savanna banner on the Tiger's Milk web app: buy a Savanna and get one on us. One quick question about how they like their Savanna unlocked the 2-for-1, and every answer became first-party insight for the brand.
- Launch Savanna on the new venue Wi-Fi platform
- Reward adult guests for one quick question
- Learn how Savanna drinkers like their Savanna
- Track Savanna's share of cider sales, before and during
Chapter 2 of 7
In the venue, on the screen and on the phone
Savanna sat where Tiger's Milk guests were already looking: on the venue TV beside the cricket, and on the free Wi-Fi web app on their own phones.
Three ways in
No app to download: the free Wi-Fi did the work.
The TVSavanna beside the cricket, in the room. 
The free Wi-FiConnect to TIGERS JUNGLE and sign up once. 
The web app bannerBuy a Savanna and get one on us: tap to take part.
16 Tiger's Milk and 9 La Parada stores
The campaign ran in all 12 from 11 November 2021.
- Bedfordview
- Bryanston
- Cedar Square
- Melrose Arch
- Blouberg
- Camps Bay
- Century City
- Claremont
- Durbanville
- Kloof Street
- Muizenberg
- Stellenbosch
Chapter 3 of 7
Tiger's Jungle, presented by Savanna
In November 2021 the free Wi-Fi network had a host. A “Welcome to Tiger's Jungle, presented by Savanna” podium met guests at the door, and the 2 for 1 ended where it should: with Savanna at the table.
On the ground
Chapter 4 of 7
The guest's journey, from Wi-Fi to the bar
Guests connect to the free Tiger's Milk Wi-Fi, sign up once and tick the POPIA and privacy terms. They land on the venue web app, where the brand's advert sits. Tapping it opens a short drop-down question; the answer unlocks a virtual scratch tile that reveals a reward, which store managers verify at the bar.
Seven steps
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Join the free Wi-FiGuests join the free TIGERS JUNGLE Wi-Fi and the Tiger's Milk Welcome to Tiger's Jungle page opens.
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Sign up onceGuests sign up once and tick the POPIA and privacy terms.
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Buy one, get one on usA Savanna banner on the venue web app offers guests a Savanna on us when they buy one.
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One quick questionA short drop-down question, such as how do you like your Savanna, unlocks the 2-for-1 reward.
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Rub the tileThe answer opens a virtual scratch tile: rub tile to claim Savanna.
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Rub to reveal the rewardAs the guest rubs the screen, the tile wipes away and Get a Savanna on us shows through.
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Claim at the barThe manager scans the reward code at the bar and the free Savanna is verified.
Chapter 5 of 7
Every mechanic, in detail
Four steps on the guest's phone, one at the bar, and the sales data behind it all.
Buy one, get one on us2 for 1
A Savanna banner on the venue web app offered guests a Savanna on us when they bought one. After sign-up, every guest landed on the web app, so the brand spoke directly to a captive audience already in the venue; tapping the advert was the way in.
One quick question1,273
A short drop-down question, such as how do you like your Savanna, unlocked the 2-for-1 reward. The questions were relevant to the brand and quick to answer, and 1,719 surveys were completed by 1,253 unique customers, and 1,273 answers came in to the main question, how they like their Savanna.
Rub the tile
Once the question was answered, guests rubbed a virtual tile, a digital scratch card, to reveal the reward: a Savanna on us.
Claim at the bar25 stores
Store managers verified each reward at the bar, scanning the code on the guest's phone.
Tracking cider sales69.5%
Tiger's Milk sales data measured Savanna's share of cider category units per day before and during the campaign, store by store and week by week. The category covered 14 cider lines, Savanna's own range among them: Savanna Dry, Angry Lemon, Light, Zero, Loco and the Savanna Dry bucket. Savanna's share was 56.1% before the campaign and 69.5% during it (measured). Savanna sales per day rose from 139 to 285, up 105%, and were 210 a day after the campaign.
Chapter 6 of 7
The results
56.1% of cider sales before. 69.5% during.
Post-campaign feedback, Savanna at Tiger's Milk, 11 November to 16 December 2021. Savanna's share of cider category units per day rose from 56.1% to 69.5%, and Savanna sales per day more than doubled, from 139 to 285 (up 105%, measured). Most guests took part on weekends and before 17h00.
Category sales data: cider
+105%
Savanna sales per day during the campaign, against before
Measured: 139 a day before, 285 a day during
1,935
Units sold on the 2-for-1 deal
Measured, Tiger's Milk till data
1,253
Unique customers
Measured, across the stores with sales data
Savanna sales per day
Units per day, all stores with sales data (Measured)
| Period | Savanna units sold per day |
|---|---|
| Before the campaign | 139 |
| During the campaign | 285 |
| After the campaign | 210 |
In total: 8,339 units before, 9,963 during and 6,308 after. The periods differ in length, so the per-day figures are the fair comparison.
Savanna share of cider category sales
% of category units (Measured)
| Period | Share of category units |
|---|---|
| Before the campaign | 56.1% |
| During the campaign | 69.5% |
The rest of the category: 43.9% before and 30.5% during the campaign.
Day and time of engagement
65%
Of engagements happened over the weekends
65%
Of engagements happened before 17h00
1,719
Surveys completed in the venue web app
Engagements by day of the week
% of all engagements
| Day | Share of engagements |
|---|---|
| Mon | 8% |
| Tue | 10% |
| Wed | 6% |
| Thu | 11% |
| Fri | 22% |
| Sat | 26% |
| Sun | 17% |
Saturday was the busiest day, then Friday and Sunday.
Chapter 7 of 7
Who took part, and what they told Savanna
Seven in ten participants chose female or other at sign-up, and 60.8% were aged 18 to 30. Lemon was the favourite serve by far, and a burger the go-to meal with a Savanna.
Asked “How do you like your Savanna?”, 67% of guests said with lemon.
Customer demographics
60.8%
Of participants were aged 18 to 30
Measured, from the age band chosen at sign-up
37.2%
Of participants were aged 18 to 25
70.20%
Of participants opted for female or other options
Gender
As participants chose it at sign-up
- Other 38.74%
- Female 31.46%
- Male 17.87%
- Rather not say 11.94%
First-party data (1,273 answers)
How do you like your Savanna?
1,273 answers
- Lemon 67%
- Ice 17%
- Lime 16%
First-party data (fewer than 100 answers each)
What do you think of Savanna's marketing campaigns?
4 answers
- Good 75%
- Give me more 25%
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-
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Flying Fish
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