The Lounge Group Integrated Promotion Response Thank Bud It’s Friday The Lounge Group Integrated Promotion Response

Your Brief Create a platform that brings the creative idea to life through initiatives that sell more beer to the “Nicks” of Britain Big ideas that bring to life the initiatives for Budweiser in 2011 and incorporates big off premise promotions Show how the idea is big enough to be activated in POC, in Nick’s life and online To succeed it should It should drive beer sales It should communicate your VBB and bring the creative idea to life It should feel big and focused Ideally it will take learnings from some of the executions around the world Budget £500,000

We have developed this into a simple and powerful concept, “Thank Bud It’s Friday” at its heart sits the idea of counting down to and celebration of the weekend, something we know is very much part of our target audience’s ritual. We also want to expand on this to get under the audiences skin, we want them to look upon good weekend times as Bud times.

Our concept is about the live anticipation and celebration of things that will make you and your mates weekends.

POC / Trade packs will feature the promotion, we would also like to develop, in collaboration with your national accounts team some appropriate POC. We have suggested an interactive FSDU. Ideally we would look to take a gondola end. The FSDU would showcase the mechanic and ideally feature a real time count down, which counts down to the draw each week. On top of this we felt that we could develop a promotion of the stores based around TBIFriday in which the store that sell the most over the weekend could be incentivised

ATL We want to work on a live TV advert, in a commercial break to coincide with our countdown. We can then present one lucky winner live on air. It would give a fantastic PR story and be a great way to kick off the campaign. TVC’s could also be cut from winners reactions as we gather more and more content over the weeks, clearly they could also feature our hosts. Outdoor can be used cleverly to countdown to the weekend, and potentially also used to showase the live wins, or edits of the winners winning. Again this would work fantastically as a radio promotion, it could even be something we do regionally to partner with stations. The mechanic works really well for live reads