Space to co-ordinate Bulmers campaign

Bulmers has appointed award winning agency, Space  to develop an integrated below the line campaign that brings to life the quality credentials of the drink and delivers a perfect experience of the brand.

Space has created an extensive consumer and trade facing campaign that shows consumers how to appreciate Bulmers at its best – in a branded glass with the correct amount of ice. The programme went live in the first week of April featuring experiential, augmented reality, trade activity, promotions and giveaways and features the four Bulmers variants; No 17, Original, Pear and New limited edition Vintage Reserve.

In and out of store sampling at over 200 Tesco, Morrisons, Sainsbury’s and Asda outlets will see shoppers served Bulmers at its refreshing best and those who subsequently make a qualifying purchase will receive a free Bulmers glass. The campaign creative will also be implemented across the shopper journey to provide shoppers with perfect serve messaging at the right moments.

An on-trade promotion targeted at 10,000 outlets will feature extensive visibility POS and will include a promotion in partnership with useyourlocal.com where drinkers can rate their pint of Bulmers and the pub they are in. Drinkers will be asked to scan a QR code using their mobile phone and score the quality of their Bulmers to enter into a daily prize draw to WIN £300 to spend on gig and event tickets. Every entrant will also be entered into a draw to win a year’s worth of tickets.

For the first time, Bulmers is featuring unique augmented reality as an integral part of its engagement strategy. Accessed via the download of a Bulmers custom-made app or through Aurasma, consumers can experience the perfect pour of a Bulmers through their smartphones by pointing a handset at campaign drip-mats, posters or window vinyl’s. The Bulmers app provides an engaging consumer experience with the drink coming to life in front of their eyes through their phone. It features a realistic animated glass of Bulmers literally appearing from the POS -demonstrating the perfect serve. Both Aurasma and the Bulmers app will be available on iPhone, Android phones, iPads and Android tablets.

Gillian Graham, brand manager from Bulmers comments, “We want customers to experience Bulmers at its best whether they’re at home or in the pub. The campaign virtually brings to life the quality credentials of Bulmers and we want to encourage consumers to demand and the ‘perfect serve’ of Bulmers wherever they drink it. Space immediately understood how to communicate the best of the brand with our drinkers and shoppers.

Adds David Atkinson, managing partner from agency Space, “Bulmers is an innovative and original brand and we’ve been given the freedom to create an exciting campaign that really brings a simple brand experience to life in the best possible way. The cider category is going through exciting times, and we’re proud to be working with Bulmers to take advantage of this, establishing the quality credentials of such an iconic brand in the category.