Type of project: Incentive Trade
Tools: Customer Data Platform; Currency Loyalty Platform
Goals: #Sell-in #DatabaseBuilding #BrandAwareness
Founded in 1846, the renowned Italian brewery is now part of the Japanese group Asahi Breweries. Besides Birra Peroni, the company also produces Nastro Azzurro and Wührer beers.
Birra Peroni aims at engaging retailers to increase brand awareness and boost sales of specific categories of products, such as special and premium beers.
Vinci con birra Peroni is an incentive trade program that targets retailers in the HoReCa industry with the goal of encouraging them to purchase promoted beers while engaging them across multiple channels. The purchase of promoted beers has a twofold benefit for retailers. On the one hand, they can participate in the instant win lottery, and on the other, they can join a digital collection program that will award them once they reach the threshold set by the company, according to the cluster to which they belong.
Advice Customer Data Platform allows for analyzing and clustering consumer behavior, creating a database that includes not only personal data, but also behavioral patterns. Consequently, beyond boosting sell-in, Vinci con Birra Peroni fosters brand awareness and database building, which are key factors in the development of marketing and 1 to 1 communication strategies that can increase sales. The campaign also features myprize, a Currency Loyalty Platform where retailers can choose the award they would most like to receive, and even the choice of the award itself is an added piece of information that is stored in the database.