The Brief: To engage sub-distributors/retailers and consumers in key markets across Lagos, Abuja, Port Harcourt, and Onitsha with the aim of selling 64,000 cases of Amstel over a 14-day period.
The Solution: We developed a push and pull strategy for trade and consumers. Different purchase bands were set for rewarding the sub-distributors and retailers; each band attracted a prize which was instantly redeemable. To encourage quick depletion of their stock, we had merchandise and other engaging activities across the activation spots to encourage consumers to buy. We put in checks and processes to ensure zero clogs/challenges during implementation.
The Result: We achieved 359.2% of the target. The team sold 229,944 cases of Amstel Malta over the 14-day duration across 4 markets.