The Details

In collaboration with our good friends Because Experiential Marketing we were tasked with providing a solution to Carlton & United Breweries (CUB) and the Australian Hotels Association (AHA) in their efforts to support pubs and bars all across Australia during lockdown. Campaign named “For the Love of your Local”.

In order to generate immediate cash flow for venues, customers were encouraged to buy 2-for-1 beer vouchers while their local pub was closed. Once pubs reopened, the customer could seamlessly redeem their beer Vouchers for the real thing.

What CUB required our help with, was a redemption system. Sounds simple, but actually a real challenge given the initiative distributing in excess of 350,000 beer vouchers, over 2,100+ venues countrywide with varying POS systems. We needed a single-minded solution that would work across all venues, which would also become a platform solution that could then be used campaign after campaign.

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The Solution

The solution was a CUB Vatom wallet. This enabled customers to purchase beer vouchers online, store them in their virtual wallet and redeem for the real thing in their chosen venue using a simple QR code redemption method. The Vatom powered solution could be easily accessed by all customers and allowed all venues, no matter how small or large, to participate in the initiative and engage with their customers. The platform empowered CUB to unite venues across Australia, using a centralised platform that can be repurposed for future campaigns.
A simple user journey where beer lovers bought their vouchers from the ‘Love of Your Local’ website and a link was emailed to their inbox. Clicking the link gave them access to a ‘mobile wallet’ containing the digital beers they had bought. When they visited their selected bar after lockdown, they could ‘tap’ on a beer in their inventory to redeem a voucher. Tapping launched the customer’s camera, so they could scan the printed QR codes on bar POS, transferring ownership from the consumer’s wallet to the venue, as the bar staff served them their cold one.
vAtoms (Virtual Atoms) are created on a platform that allows the distribution of infinite digital tokens into the virtual-sphere. They can take the form of literally anything, and are built on a blockchain platform, so they have a true value, in this instance - 2 beers at your local.
The VA platform allows us to solve a very real business challenge that many clients with a distribution/client base of independents face. As the system is smart, and reported redemptions in live time, it was a completely measurable, data-rich redemption solution that connected 2100 bars with over 30,000 beer lovers across the country in a user, and venue-friendly way.
In partnership with Because Experiential Marketing, we helped provide a centralised redemption solution and a data-rich platform to unite thousands of venues across Australia. Not only did “For the Love of Your Local” provide much needed support to venues during lockdown and beyond, it enabled CUB to engage with thousands of customers in an innovative, user and venue-friendly way.
Our system had to get over 150,000+ vouchers to their buyers in a format that all customers could access, and all bars, from community locals to small chains, could operate within their specific POS systems. It needed to be easy-to-implement, platform agnostic, and have the ability to be rolled out nationally – a seemingly impossible task, made possible by the power of vAtoms.
The system launched on a Friday night, and at one point a beer was being redeemed every second.
The initiative raised $2 million to support pubs and bars across Australia, helping them through these challenging times and delighting thousands of customers.
We can all raise a glass to that.


The Results

350000 +

Vatom vouchers distributed

2000000 $

worth of beer sold in support of pubs

2100 +

venues participating

The Experience

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