John Smith’s, the UK’s leading ale brand, is targeting pub drinkers in the run up to the Grand National steeplechase with an on-trade push through Space.
The brand, which is part of the HEINEKEN portfolio, is the title sponsor of the race on the 6th April and will drive its association in pubs with a revamped sweepstake kit devised by Space.
The kits will be distributed to more than 8,000 pubs and clubs nationwide and include John Smith’s branded sweepstake posters as well as the newly created John Smith’s No Nonsense Puntometer.
The Puntometer is a specially designed beer mat based on the spin-the-wheel concept and created to help drinkers pick their horse on race day. Each beer mat displays the numbers of the horses racing in the John Smith’s Grand National; when drinkers finish their pints they poke a pen through the middle of the coaster and spin it for their lucky number.
Space are also taking the Puntometers to Aintree. A roaming team will wear specially designed backpacks holding giant Puntometers and will engage with race goers giving them the opportunity to spin the wheel to help them select a horse for the John Smith’s Grand National.
Karen Crowley, senior brand manager, John Smith’s said: “The Grand National is an iconic race in both the horse racing and sporting calendar and by using the sweepstake and Puntometers we want our drinkers to take part and enjoy the race when watching in their local pubs and clubs.
“Space’s creative approach is not only in keeping with John Smith’s No Nonsense image, but also engages drinkers with the brand and race in a fun way. It’s also testament to the brilliant creativity that Space continues to deliver since it started working on our brand four years ago.”
Sean Kelly, group account director, Space said: “Our creative idea builds on the insight that the John Smith’s Grand National is the race that everybody has a flutter on whether they bet regularly or just once a year; it’s the horse race that everyone watches. Using our ‘patented-pen-through-cardboard-technology’ the Puntometer will allow John Smith’s drinkers to pick their horses on race day in a No Nonsense way that only John Smith’s can deliver.”
The race will be broadcast live at 4:15pm on Channel 4 for the first time this year.