The Weekend Starts Now

Background

When the agency started to develop this campaign, Foster’s had already launched a promotion with Glasgow radio station Clyde 1 FM. From 4pm on a Thursday afternoon, Clyde 1 would reveal the name of a Glasgow pub that would be hosting a Foster’s Night the following evening. The biggest group of people who arrived at the chosen pub by a set time (usually 5pm or 5.30pm) on the Friday could then win a Foster’s related prize. The brief, then, was relatively simple: to produce a series of emails that would increase the number of people going to the ‘pub of the week’ by the set time.