Our Work
Hahn Ultra

Hahn Ultra – Trial & Education Launch

The Hahn brewers after six years of thirsty work nailed this breakthrough full flavoured beer that’s just 0.2 standard drinks per bottle! Hahn’s BTL agency engaged MEA to develop a sampling and trial campaign to reach the target audience and drive them to purchase on and off-premise.

Client:
Hahn Ultra
Service:
Sampling & Trial
CATEGORY:
New Beer launch – Trial & Education within non traditional channels

The Brief

With the key objective to get the word out there via quality trial as opposed to quantity in busy targeted Adult consumer environments, MEA was tasked by the ABL agency over a 2 months period to BRING THE BRAND TO LIFE in those very targeted non-traditional environments that would certainly support the fact that this beer can be consumed mid week and that with each bottle only being 0.2 of the standard drink, taste has not been compromised. This exercise, though driving trial, was all about quality touch and not just mass giveaway without educating those who sampled the product.

The Brief

The Experience

MEA was tasked to design, built & manage the logistics of several very specific zones that travelled to various locations to then be bumped into busy office foyers as well as selected in mall shopping centers & several key sporting events. MEA also managed all stock, bar staff & security to ensure all aspects of this in mall & outdoor execution ran to plan. All activations ran between Wednesday to Saturday depending on the location & type of activation that was being rolled out. MEA was also responsible for ensuring strict RSA laws were always adhered too.

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The Impact

  • Activated 6-8 weeks between APRIL – JUNE period
  • 6 In-mall shopping centre sessions ran between Wed – Fri 11am to closing
  • 50 office foyers in 4 cities ran POP UP bars from midday to 6pm Wed & Thurs only
  • 6 football games were activated during pre-game kick off only on Thurs to Saturday game nights
  • 120,000 adult consumers were trialed and educated on the HAHN UTLRA product.,
  • 25% of these same consumers went on to trial a full-size bottle within the licensed zones and enjoy the new HAHN ULTRA
Go Back

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