Innis & Gunn Lager had achieved great success in their Edinburgh heartland, but to grow Scottish distribution they had to push into Glasgow and take on fabric brand, Tennent’s.
Studio Something developed the campaign creative, ‘Your call’, and our challenge was to support the advertising with engaging activations across the city that would put Glaswegians at the very heart.
We dramatised the voting mechanic with a fun giant beer pong at key city landmarks, and rewarded them with their most satisfying pint on top of their top voted Munro.
Continuing to peak when Glasgow peaks, we then activated around the Great Scottish Run, tempting spectators to taste their PB.
Supporting this integrated campaign has resulted in the brand’s highest levels of social reach and engagement to date, but crucially the commercials have seen a 29% increase in on-trade volume YOY across Glasgow.