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. |