Background and objectives (marked out of 5)

Bell’s marketing challenges for 2012-2013 were quite diverse. They needed to deliver all of the following:

Raise awareness of the Bells & Help For Heroes partnership in a credible way

Encourage a positive shift in key brand statements and purchase intention

Provide an environment for Bell’s to raise money for Help for Heroes (overall target of raising £1m)

Drive sales of Bell’s

We had a budget of £550k to reposition Bell’s as a brand with a story to tell which will resonate with its audience

and drive awareness of its association with Help for Heroes.

But from a media neutral perspective, we saw that a combination of newsbrands and radio could be a great

media mix for our target audience.

Our partnership with Metro and Global Radio centred around a nationwide pub quiz, all brought to you by Bell’s.

We wanted to inject excitement into the brand whilst helping deliver on their objective to raise £1m for their

partner, Help for Heroes.

Insight and strategy (out of 10)

CCS, our own planning tool allowed us to understand our consumer’s interests and hobbies. Pub

quizzes and spending time with friends came high on the list, so we actively pursued this route with our

media partners

In a media first, Global Radio and Metro partnered with Bell’s to take a much loved pub standard and

turn it into a celebratory night down the pub with Bell’s.

On November 29th 2012 we broadcast a ground-breaking piece of branded content for Bell’s in the

form of The World’s Largest Pub Quiz.

Hosted by Danny Wallace and produced by Global Radio this live broadcast delivered Bell’s an

interactive quiz delivered simultaneously to pubs around the UK using a Sky TV radio feed.

For the broadcast, classic pub staples were ramped up - The pub juke box became a live ‘human’

jukebox, the pub raffle became an interactive nationwide pub raffle raising money for Help for Heroes

and a prize draw at the end of the evening enabled pubs to win a £2500 bar tab.

The partnership we deployed had many different parties to it – Diageo, Adam and Eve , Metro, Global

Radio, Help for Heroes…and at Carat we needed to ensure that every party worked in unison with each

other to the same common goal.

The plan (out of 10)

Radio and press advertising communicated the partnership between Bell’s and H4H

Print adverts in Metro and online drove awareness of the pub quiz, acting as a reminder and countdown to

the event

We sponsored the Metro’s puzzle pages to exemplify the insight and activation of the importance of quizzes

to our target audience

Negotiated fantastic prizes as part of the partnership to help deliver more raffle entries (£5 text mechanic)

and contribute to Bell’s overall funding target

We ran 3 rehearsals for the live broadcast

Streamed the broadcast across a target of 8,000 pubs nationwide

Results (out of 10)

We ran 2 strands of research:

1) 10 minute online research panel using Join The Dots as Metro’s research partner

2) Research conducted online, via Global Radio’s research partner - Vision Critical

These were the results

Unprompted recall of any Bell’s advertising or sponsorship over the campaign period up 33% points amongst radio listeners vs. non exposed and up 29% points amongst press readers vs. non exposed

Attribution to radio up 39% points amongst radio listeners vs. non exposed (up 8% points amongst press readers vs. non exposed)

Attribution to press up 15% points amongst press listeners vs. non exposed (up 3% points amongst radio listeners vs. non exposed)

Awareness of association between Bell’s and H4H up 34% points amongst radio listeners vs. non exposed and up 33% points amongst press readers vs. non exposed

Those stating the H4H association made them feel more positive about Bell’s increased by +20% points amongst exposed radio listeners and increased by +26% points amongst exposed press readers

27% of exposed radio listeners claimed to be likely / extremely likely to purchases Bell’s in the future (up 12% points), with 36% of exposed press readers claiming to be extremely likely to purchase Bell’s in the future (up 27% points)

When those who attend the Pub Quiz were asked what they thought of the event, 80% of radio listeners and 63% of press readers who took part agreed they Loved it / It was the best thing ever.

Client view (out of 5)

We saw an uplift in on trade volume during the lead up to the quiz and for a few months after, as

well as receiving positive anecdotes from field sales on how the activity was accepted.

I think the partnership worked very well, as it allowed us to step beyond our normal way of thinking

and engage with experts in different areas of the media to push the quiz to really shoot for a ten. We

were very pleased with the level of engagement and excitement from all partners

Kizzy Lilburne Bell's & Bushmills Western Europe ABM