Categories Name : SPECIAL AWARDS

Sub-Category :Best Integrated Media Campaign - Product/ Services

Entry Name (Campaign) :Sterling Reserve Gaming Pack

Results

The Sterling Reserve B7 gaming pack created a lot of conversation for the brand since it was a category-first. The relevance of the idea during the time of the pandemic and lockdowns ensured talkability among not just consumers but also the alcobev trade.

In markets where aggregator platforms like Swiggy and HipBar were operational traffic from the campaign was redirected for online sale completion. The Gaming Packs were the top-selling SKU ordered online contributing up to 45% of order volume and significantly pushing the brand’s segment share of orders placed.

Offline too, the share of the quart pack increased by over 2pp in key markets during the month of the rollout compared to that in the previous quarter.

This initiative, among others, also played a part in the brand registering a growth in 2020 – bucking the trend of the alcobev industry at large.

The digital media campaign achieved a reach of over 80 million with high frequency of exposure to the creative communication. An additional reach of 2.2 Million was achieved through the influencer campaign with the IG Live events garnering 35000+ views.

The gaming platform had 12000+ sessions with 13% of traffic recurring to the hub.

With the gaming space continuing to remain a domain of much consumer interest the brand will look to evolve its play and create ownership in this space moving forward as well.