Space is celebrating after picking up a Gold at the prestigious Institute of Promotional Marketing Awards (IPM) that took place on Tuesday night last week at the London Hilton on Park Lane.
The agency was awarded Gold in the Short Term Trial & Awareness category for its ‘The Bulmers Way’ campaign for Heineken UK. There were 9 nominations in the category including other Gold Award winners from other categories.
‘The Bulmers Way’ was an integrated national campaign implemented across 10,000 on-trade outlets and major grocers through POS kits, digital and sampling. It featured an innovative augmented reality mechanic designed to deliver the ‘perfect serve’ message through smartphones and iPads. Space also designed The Bulmers Way app, targeting cider drinkers across both on and off-trade channels.
The campaign was further supported through a promotion which rewarded drinkers for recognising and rating their pints for the chance to win tickets to gigs and events in partnership with Use Your Local and GET ME IN!. The off-trade visibility campaign featured in-store and out of store sampling across top four grocers, targeting shoppers.
David Atkinson, managing partner at Space said: “We are thrilled to have won a Gold for The Bulmers Way. It is a strong example of a brand facilitating social interactions for the target drinker and a unique way to get liquid to lips.”