Mobile Case Study: Strongbow Summer Dialogue

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December 17, 2009

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1 minute

Following the success of the Bowtime campaign, Scottish and Newcastle worked with Incentivated to maintain a dialogue between Strongbow and its customers during the peak summer season.

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Anne Tucker Anne Tucker has been in the media and advertising industry since 2001. Currently heading up the research division at Mediatel, she has held roles across the company overseeing data, news and AV. Before joining Mediatel in 2005, she was Research Manager at The Allmond Partnership media agency, having spent several years prior to that in retail and change management.

Following the success of the Bowtime campaign, Scottish and Newcastle worked with Incentivated to maintain a dialogue between Strongbow and its customers during the peak summer season.

Client: Scottish and Newcastle’s Strongbow

Target Audience: Cider-drinkers

Medium: 16-week summer programme where content was pushed out to customers each week, including MMS content to customise user’s phone, jokes and competitions

Conclusion: Activity kept the Strongbow brand front-of-mind during the key summer period. 39% combined response rate with an average weekly drop-out of just 2%. Claimed purchase among CRM group increased by 44%.

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