John Smith’s
COMMUNICATIONS
THE BRIEF
Bring the John Smith’s ‘No Nonsense’ brand equity to life through its sponsorship of the Grand National and make having a pint synonymous with watching the race.
THE IDEA
Rather than simply putting a John Smith’s ‘badge’ on the event, give the brand a role in the day’s entertainment through a funny campaign that provides No Nonsense articulations of racing.
THE CHAPTERS
1. Surround racegoers with entertaining messages from the city centre to Aintree.
2. Increase sales at the point of purchase with a free binoculars promotion at Aintree bars.
3. Spread the ‘No Nonsense’ message to viewers watching the race at home with strategically placed ads.
THE MORAL
John Smith’s tells it like it is.
THE RESULTS
The ‘No Nonsense’ equity measure increased 9% compared to previous years, and an extra 8,000 pints were sold at Aintree. 9.2 million people in the UK watched the race.