Castle Lite - "Cold Tracker (Film Case)"

promise

promise Bryanston, South Africa

Awards

2636

Brand: Castle Lite
Country: South Africa

Advertiser: AB Inbev

Title	Cold Tracker (Film Case)
Agency	promise
Campaign	Cold Tracker
Advertiser	AB Inbev
Brand	Castle Lite
Date of First Broadcast/Publication	2020 / 7
Business Sector	Beers, Ciders, Lagers
Story	The Challenge:  The hiking electricity prices in parts of Africa has seen informal beer outlet owners turn their fridges off to avoid the higher running costs. A problem for a beer brand like Castle Lite who is all about extra cold refreshment, rendering all of our advertising - meaningless.  So, how do we make cold fridges worth the extra spend for outlets and make cold beer easier to find?  The Solution:  We fitted 3G devices into 212 outlet fridges, allowing us to track their exact location and temperature - in real-time. A Cold Tracker tracks the coldest fridges in a geo-located area and rewards the outlets with free hyper-targeted advertising space, telling people exactly where to find the coldest beer in Africa using digital outdoor sites that showcase leaderboards of the coldest fridges in an area.
Media Type	Interactive Outdoor Experience
Length	107 seconds
Account Management	Ashleigh Van Niekerk
Account Management	Lulu Makhesha
Art Director	Jason Fieldgate
Advertising Manager	Silke Bucker
Advertising Manager	Franscoe Bouwer
Advertising Manager	Seth Baise
Advertising Manager	Silvanus Mazula
Creative Director	Nic Kostouros
Designer	Bonolo Diseko
Designer	Tiisetso Mosala
Production Company	Thinking Cap Productions
Digital Agency	Informed Decisions
Executive Creative Director	Marc Watson
Strategist	Rob Jameson
Copywriter	Kyle Gregorowksi