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Amstel Taverns USSD Promotion


Heineken SA - Amstel Win Your Share Of R2M

Amstel approached Techsys Digital wanting to increase engagement with the brand over a key selling period within their most important trade outlets – Taverns! The solution needed to drive volume within key on-trade outlets with a secondary objective of data enrichment.

The solution which Techsys delivered was a Tavern targeted promotion with a guaranteed reward of R10 airtime if you purchased Amstel. The results were 7 times the expected target with a whopping 97% of the consumers entering are new to the Amstel database.

How did it work? Consumers needed to submit two valid underliner codes for Amstel 660ml bottles to the shortcode *120*2999# to receive their R10 in airtime. The campaign ran for six weeks starting in May 2017.

Airtime proved the perfect incentive to drive engagement with the brand, and the simplicity of the mechanic earned the Amstel campaign serious kudos with their consumers.

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