Flavoured Alcoholic Beverage brand Hooch is set to unveil its biggest ever promotion, which will see the brand giving away a movie with every purchase of a promotional bottle or pack. Consumers will have access to thousands of movies at the touch of a button, including many of the biggest cinema blockbusters.

Expected to hit 10m consumers and supporting its ‘Just Av An Ooch’ campaign, the limited-edition promotion will encourage drinkers to enjoy a Big Night In courtesy of the brand and is the result of extensive consumer research by Global Brands Ltd, who distribute and market the brand.

To redeem their free movie offer, consumers scratch off a panel on the Hooch pack to reveal a unique code which they then input at Hoochmovies.com. They will then be taken to a site operated by Global Brands’ partner, Rakuten, where they can browse thousands of movies and select the ones they want to watch. Each code is worth 350 Rakuten points, or £3.50 worth of downloads; multipacks carry two codes and individual bottles one.

Christian Sarginson, brand controller at Global Brands, says: “Continued research into our consumers’ habits and behaviours has been key in developing our latest campaign. Hooch has such a diverse drinker base that finding common interests can often be tricky, however this promotion enables us to reward all our key drinker types as well as recruit new consumers to the brand. With the World Cup over and Love Island coming to an end there is a gaping hole in prime-time TV, so we’re providing the perfect solution to fill it!”

Hooch conducted substantial market research earlier in the year to support their activity, building their plans around key understandings of their audience. The research revealed that video is a key element for their audience with up to 33 hours consumed per week and that 55% of them usually drink at home.

The brand will support the on-pack promotion with an engaging social media campaign and on-trade activity across the summer. The social media campaign will comprise of comical videos and parody clips from popular Hollywood movies which will be creatively executed by seven relevant, carefully selected social influencers, planned to be live on their social feeds throughout the rest of summer.

The promotion was created and managed in-house.

Originally launched – as alcoholic lemonade Hooper’s Hooch – by UK brewers Bass in the 1990s, Hooch was at one time the leading FAB or alcopop in the UK, with 70% of the market, and had massive international success. It was discontinued in 2003 but relaunched, with a lower alcohol formulation, in 2012 by Global Brands

Global Brands is a leading UK drinks brand development business which owns, markets and distributes a range of brands across the spirit, beer, RTD and energy drinks categories. These include VK, Hooch, Corky’s and Amigos Tequila Beer.

The post Hooch targets 10m consumers with free movie campaign appeared first on IPM Bitesize.

Persil UK has been encouraging families in London to get outdoors and active to celebrate the 10th anniversary of the launch of the brand’s ‘Dirt is Good’ marketing platform with ‘Get Out Here’, a Digital Out Of Home (DOOH) activation delivering content triggered by the weather in real-time.

Running on Ocean’s full motion Eat Street screen at Westfield London, the campaign uses live weather data to trigger video content allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park, their nearest source of outdoor fun.

Families can connect to the screen’s Wi-Fi to access a map and directions to the park, which is a short walk from the shopping centre.

Get Out Here reflects Persil’s commitment to get families outdoors and embrace dirt. The brand cites consumer research which reveals that dogs are five times more likely to be taken out to the park than children – and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition, which aims to reward great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign broke on March 1st 2018 and runs for two weeks.

Jennifer King, Senior Brand Manager for Persil UK, says: “Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories.”

Alex Okada, Global Executive Creative Director for Dirt is Good, adds: “Sometimes we are so immersed in our busy lives, distracted by the always on digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”

Ocean Outdoor head of marketing Helen Haines comments: “Get Out Here is a really simple idea that actually works in all sorts of environments and out of home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”

The post Persil celebrates 10th anniversary of ‘Dirt is Good’ with real-time DOOH park push appeared first on IPM Bitesize.