THE WORLD’S FIRST TEMPERATURE BASED
MEDIA TRADING PLATFORM.
Giving beer outlet owners advertising space in exchange for keeping their beer extra cold.
THE CHALLENGE
The hiking electricity prices in parts of Africa has seen informal beer outlet owners turn their fridges off to avoid the higher running costs. A problem for a beer brand like Castle Lite who is all about extra cold refreshment. So, how do we make cold fridges worth the extra spend for outlets and make cold beer easier to find?
THE SOLUTION
We fitted 3G devices into 212 outlet fridges, allowing us to track their exact location and temperature - in real-time. A Cold Tracker tracks the coldest fridges in a geo-located area and rewards the outlets with free hyper-targeted advertising space, telling people exactly where to find the coldest beer in Africa.
With the data from over 200 fridges
we rewarded beer-outlet owners for keeping their beer cold, by telling everyone exactly where to find it.
We created highly-targeted advertising for Africa’s coldest fridges, ensuring there’s cold beer on the other side of our advertising.
212
outlets were tracked
70M
litres of warm fridge space
is now extra cold
+26%
in total Castle Lite
beer volume
41%
outlet return on investment
against cold fridge running costs
