Ballantine’s True Music

The challenge

Use experiential engagement to drive awareness and generate on-premise sales among 18-34 year olds in Zambia.
Ballantine’s True Music

What we did

Integration is usually best and that’s the route we took. Two parts experience, one part each for digital and PR and a final dash of paid-for-media. Enter the Ballantine’s – True Music Event. Staying true to the consumer and being part of their hang-out rituals. Naturally we had PR and social media for the main event. Experiential activations in the lead up gave a sampling and what consumers could expect. To drive sales one needed to buy a Ballantine’s to stand a chance to win tickets – to the True Music Tour. Activations at premium bottle stores gave the drive a boost. Battle of the Bands pre-events (branded) and Roctober (an Octoberfest) provided the right environment and intimacy for one-on-one engagements with consumers. In line with the brand’s creative sensibilities, wall murals were created live at popular hangouts. Ensuring that the audience is always aware of Ballantine’s and True Music.
Ballantine’s True Music

The results

8000 people reached and 512 bottles sold at activations. Wall to wall PR coverage (1:5 ROI) in popular media, True Music trending in Zambia, and wall murals that still don Lusaka hotspots bear testimony to the campaign. It’s the 26% increase in sales for Ballantine’s though that we love the most.