The COVID-19 pandemic has had major negative effects on the Ontario restaurant and bar industry, with hundreds of restaurants and bars closing their doors indefinitely. Carlsberg needed to safely rally Canadians together to help support the country’s beleaguered bar and restaurant industry, all while promoting the sales of Carlsberg products.
To support Carlsberg Canada accounts VIBRANT launched the Good To Be Back program. Consumers were targeted via social media with a swipe up that led them to the Good To Be Back microsite. From there, consumers chose their E-Card and sent it to a friend/family member to meet up and enjoy an appetizer on Carlsberg. Trained staff were there to reinforce Carlsberg sales.
Over a period of 10 weeks, the Good To Be Back microsite hosted 38,233 visitors, which converted to just over 16 thousand E-Cards being sent. Over 4.8 million impressions were made with +7.7K cards directly driven by social media. An additional 7 million digital impressions came from the microsite – the program reached 104% over the KPI.
VIBRANT’s focus was to incentivise educated and mobile consumers within Canada’s urban areas to support restaurants they patronized prior to COVID-19. By giving consumers the chance to safely and responsibly get together, VIBRANT gave on-premise accounts the foot traffic they needed to bolster sales.
Several creative assets were conceptualized and designed by VIBRANT, including the program’s unique branding. The Good To Be Back name and logo appeared on a handful of social and digital ads, in addition to the program microsite.
Social and digital ads were targeted at key demographics to generate program awareness and excitement. Consumers were then directed to the program’s microsite where they could register and send their E-Card. The digital journey came to a rewarding end with a consumer redemption voucher, appearing on the participants device.
