Planning / Insight / Strategy
Brief
Seed the SoCo bar call and uplift sales amongst the 18-24 demographic.
Insight
A drink rooted in the spirit of New Orleans and best enjoyed with friends.
Proposition
The spirit of New Orleans.
Solution
Created and established official SoCo Mardi Gras Societies at ten universities. Each hosting five events.
Creation of official societies ensured union support, Fresher Fair activity and broader brand access.
Brand building through Mardi Gras name, themed events and music, with all creative tested by student panels.
Results
Creation of the largest student society at three of the universities - in excess of 2,500 SoCo society members.
Average sales uplift of 112%.
166,000 OTS activity and brand.
14,000 event attendees, 12,500 sampled.
PR reach 900,000 student and local media (radio, print and online).
