Black Label Crate Drop Idea

Users are able to buy beer for a year, ahead of time that gets delivered ice-cold every month - Timed to sport's fixtures as the ideal sharing occassions.

When your delivery arrives you can pass on your empties to credit your account in case you’d like to top-up.

Essentially it’s a boozy subscription bot with the added benefit of empty pickup and credit.

Transcript

1. Ogilvy Experience July 2020 CARLING BLACK LABEL E-Commerce Innovation July 2020
2. SCOPE SCOPE SCOPE SCOPE 1. Useful Consumer Behaviours 2. Shared Brand Insights 3. The Idea 4. User-journey: a. Simplified b. Partnership with Bottles App
3. Ogilvy Experience SAVING FOR BULK BUYS DECEMBER CHRISTMAS BOXES South African’s save up for bulk “Christmas Boxes” to send to rural family around December. DELAYED GRATIFICATION THE LOTTERY OF STOKVELS South African’s embrace delayed gratification for a sweet payday later on. Friends even save and club-in for big parties or roadtrips. EMPTIES AS CREDIT SAVING THAT’S SECOND-NATURE We also see this behaviour whenever someone buys a single quart or a crate. We collect and take the empty’s back for a discount on our next purchase. USEFUL CONSUMER BEHAVIOURS THE FIRST INTEGRAL INGREDI ENT S
4. Ogilvy Experience BLACK LABEL IS A SHARED FAVOURITE THE QUINTESSENTIAL QUART AND CRATE BEER Fan’s of it, enjoy it in large quantities and often end up amassing a kitchenful or bootful of empties. Even buying a single at a Tavern and then swapping it out is an embraced behaviour. CRATES ARE PERFECT FOR RECURRING FIXTURES BLACK LABEL IS THE SOCCER SUPPLEMENT Black Label is also the classic soccer beverage and we know when all the games are gonna be throughout the year. Why would you wait till the last minute to hustle some warm beers? & SHARED BRAND INSIGHTS THE SECOND RECI PE ST EP
5. Ogilvy Experience July 2020 HOW CAN WE FERMENT THESE FINDINGS TO BREW SOMETHING NEW?
6. A “BEE R FOR A YEAR” SUBSCRI PTION SERVICE INCL UDING EMPTY PICKUP & CREDIT.
7. 1 2 3 THE IDEA THE BLACK LABEL CRATE DROP Users are able to buy beer for a year, ahead of time that gets delivered ice-cold every month. When your delivery arrives you can pass on your empties to credit your account in case you’d like to top-up. Essentially it’s a boozy subscription BOT with the added benefit of empty pickup and credit.
8. Ogilvy Experience July 2020 WHAT STEPS WOULD A USER TAKE? SIMPLIFIED
9. Ogilvy Experience USER-JOURNEY AWARENESS A Facebook Ad with a Bot CTA. STEP 1 CONVERSION You select the subscription that fits your championship schedule. STEP 3 DELIVERY Your first cold crate arrives the day of the big game! STEP 4 1 X CRATE / MONTH or 1 X TRAY / MONTH (LSM-FRIENDLY) R2000.00 / Year (or R500 x 4 friends Club-in) 2 X CRATES / MONTH or 2 X TRAY / MONTH (LSM-FRIENDLY) R3500.00 / Year (or R750 x 5 friends Club-in) THE CHAMPION PACKAGE (MINI-TAVERN FRIENDLY) 30 PSL GAMES @ R5500 / Year CONSIDERATION The bot figures out what type of fan you are and presents you with your options. STEP 2 SIMPLIFIED
10. Ogilvy Experience USER-JOURNEY AWARENESS A Facebook Ad with a Bot CTA. CONSIDERATION The bot figures out what type of fan you are and presents you with your options. CONVERSION You select the subscription that fits your championship schedule. LOYALTY Our Crate Courier picks up the empties at your place and credits your account. DELIVERY Your first cold crate arrives the day of the big game! UPSELL You can use your credit to upgrade your subscription or get a top-up added to your next drop. STEP 1 STEP 2 STEP 3 STEP 4 1 X CRATE / MONTH or 1 X TRAY / MONTH (LSM-FRIENDLY) R2000.00 / Year (or R500 x 4 friends Club-in) 2 X CRATES / MONTH or 2 X TRAY / MONTH (LSM-FRIENDLY) R3500.00 / Year (or R750 x 5 friends Club-in) THE CHAMPION PACKAGE (MINI-TAVERN FRIENDLY) 30 PSL GAMES @ R5500 / Year SIMPLIFIED
11. SIMPLIFIED Ogilvy Experience USER-JOURNEY AWARENESS A Facebook Ad with a Bot CTA. CONSIDERATION The bot figures out what type of fan you are and presents you with your options. CONVERSION You select the subscription that fits your championship schedule. LAPSED The app offers you a personalised Pirates jersey with your first delivery. DELIVERY Your first cold crate arrives the day of the big game! STEP 1 STEP 2 STEP 3 STEP 4 1 X CRATE / MONTH or 1 X TRAY / MONTH (LSM-FRIENDLY) R2000.00 / Year (or R500 x 4 friends Club-in) 2 X CRATES / MONTH or 2 X TRAY / MONTH (LSM-FRIENDLY) R3500.00 / Year (or R750 x 5 friends Club-in) THE CHAMPION PACKAGE (MINI-TAVERN FRIENDLY) 30 PSL GAMES @ R5500 / Year
12. SIMPLIFIED Ogilvy Experience USER-JOURNEY AWARENESS A Facebook Ad with a Bot CTA. CONSIDERATION The bot figures out what type of fan you are and presents you with your options. CONVERSION You select the subscription that fits your championship schedule. LAPSED The app offers you a personalised Pirates jersey with your first delivery. LOYALTY Our Crate Courier picks up the empties at your place and credits your account. DELIVERY Your first cold crate arrives the day of the big game! UPSELL You can use your credit to upgrade your subscription or get a top-up added to your next drop. STEP 1 STEP 2 STEP 3 STEP 4 1 X CRATE / MONTH or 1 X TRAY / MONTH (LSM-FRIENDLY) R2000.00 / Year (or R500 x 4 friends Club-in) 2 X CRATES / MONTH or 2 X TRAY / MONTH (LSM-FRIENDLY) R3500.00 / Year (or R750 x 5 friends Club-in) THE CHAMPION PACKAGE (MINI-TAVERN FRIENDLY) 30 PSL GAMES @ R5500 / Year
13. Ogilvy Experience July 2020 WHAT STEPS WOULD A USER TAKE? PARTNERSHIP WITH BOTTLES APP
14. PARTNERSHIP WITH BOTTLES INTRODUCTION Users will be met with ads on different available channels, including Facebook & Google. These users will click-through to a page where they can learn more about the offering and Ogilvy Experience USER-JOURNEY AWARENESS A Facebook Ad with a Bottles App CTA. STEP 1A
15. BOTTLES APP SIGN-UP Users are then pushed to download the bottles app where they’ll be asked to sign-in/sign-up. Importantly, users are asked their DOB on Sign-up. Ogilvy Experience USER-JOURNEY AWARENESS A Facebook Ad with a Bottles App CTA. STEP 1B PARTNERSHIP WITH BOTTLES
16. PARTNERSHIP WITH BOTTLES The Black Label Crate Drop The Black Label Crate Drop Ogilvy Experience USER-JOURNEY AWARENESS A Facebook Ad with a Bottles App CTA. STEP 1C The Black Label Crate Drop BOTTLES IN-APP Once on the bottles app, users will met with a CBL Crate Drop banner in the app carousel. Clicking-through to a campaign page, users can learn more and decide to sign-up.
17. PARTNERSHIP WITH BOTTLES Ogilvy Experience USER-JOURNEY CONSIDERATION The bot figures out what type of fan you are and presents you with your options. STEP 2 PERSONALISATION We’ll ask users a few questions to identify which kind of fan they are, where we’ll be able to then recommend a package to them. We should also allow them to explore the other available packages in the same view. The Black Label Crate Drop The Black Label Crate Drop
18. PARTNERSHIP WITH BOTTLES Ogilvy Experience USER-JOURNEY CONVERSION You select the subscription that fits your fixture schedule. STEP 3A SCHEDULING Users will then select the package of their choosing, where we’ll ask the user the specifications of their preferred delivery schedule. In this case, the user would like two deliveries a month, both on Fridays, a day before the big games. The Black Label Crate Drop The Black Label Crate Drop The Black Label Crate Drop
19. PARTNERSHIP WITH BOTTLES Ogilvy Experience USER-JOURNEY CONVERSION You select the subscription that fits your fixture schedule. STEP 3B DETAILS & PAYMENT Users can then go through the standard ordering process of the bottles app where they’ll be asked to fill in their delivery details and add a payment method.
20. PARTNERSHIP WITH BOTTLES Ogilvy Experience USER-JOURNEY DELIVERY Your first cold crate arrives the day of the big game! STEP 4 DELIVERY On the day of the delivery, users will get push notifications to remind them that the order process has begun, e.g. Order received, preparing order, Driver at the store, Driver en-route Driver has arrived.
21. PARTNERSHIP WITH BOTTLES Ogilvy Experience USER-JOURNEY LOYALTY Our Crate Courier picks up the empties at your place and credits your account. SUSTAINABLE CREDIT As part of efforts to create a more sustainable eco- system, we’ll mirror the stereotypical return-for-credit system that consumer’s are used to at bottle stores. With each new recurring delivery - we’ll credit your account when you return your empties. UPSELL You can use your credit to upgrade your subscription or get a top-up added to your next drop.
22. PARTNERSHIP WITH BOTTLES Ogilvy Experience USER-JOURNEY LAPSED The app offers you a personalised Pirates jersey with your first delivery. PROMO PARTNERS Considering that we’re learning about you early in the sign-up process, we’ll use this as an opportunity to curate personalised sports merch that’ll then be used to further upsell or convert the consumer. GET A FREE ORLANDO PIRATES JERSEY! Just to sweeten the deal, we’re throwing in a… Get a free Orlando Pirates jersey! Finish setting up your Black Label Crate Drop subscription and get a free Orlando Pirates jersey*! T’s & C’s Apply
23. Ogilvy Experience July 2020 From with love. Copyright © 2020 Ogilvy South Africa Propriety Limited (“Operating Company”). All rights are reserved. This document/presentation contains confidential and proprietary information and methodology belonging to the Operating Company. No part of this information may be disclosed to others, nor may it be used, reproduced, copied or transmitted in any form or by any means, electronic, mechanical, or otherwise without prior written permission of the Operating Company, and this document/presentation must be returned immediately upon the Operating Company’s request. *TSSSAAAAA… Time for a cold one