The Story:
Greene King is a brand with over 200 years of history. Its vision is to be the best pub and beer company in Britain, and its mission is to be the best for its customers, its employees, its shareholders and its communities.
Media Agency Group were tasked by Greene King to raise awareness of their football app, and ultimately drive downloads. However, the challenge within this campaign was to make Greene King stand out against the saturated pub market.
The Strategy:
MAG needed to ensure that the Greene King brand was at the forefront of consumers’ minds. The message we wanted to relay with the campaign was that Greene King was the “home of sport”. Our campaign objectives became:
To raise awareness of the Football App.
To drive app downloads.
To increase footfall from a set demographic into the Greene King pubs.
To do this, MAG identified Greene King’s sport audience, then found the daily touchpoints of these consumers. The national campaign was developed and deployed across large broadcast media to reach every corner of the UK.
The Results:
Footfall had a positive increase for the campaign period across all their venues.
increase in like for like sales for the 18-week campaign period.
increase in share price for Greene King, as a result of the sales for the campaign period, the highest increase of the year.
