Amstel Lager Turns Up The Taverns With Big Data

Amstel Lager South Africa needed to drive volume in Taverns and the campaign “Make it an Amstel” was born.

The concept was simple, encourage consumers to choose Amstel Lager over any other beer brand – and reward them instantly when they did.

Techsys Digital helped Amstel to develop a mechanic that would work within their target market and drive both sales and engagement using machine learning and insights from past campaigns through extensive data mining.

Our implementation of USSD technology was innovative and proved to be an excellent entry mechanic for this target market.

Results:
This campaign awarded R2m worth of airtime to Amstel loyal consumers and surpassed all expectations performing incredibly well exceeding the previous brand record by more than 12 times, an amazing result.