|Заголовок||Long Live The Local|
|Кампания||Long Live the Local|
|Рекламодатель||Britain’s Beer Alliance|
|Бренд||Britain’s Beer Alliance|
|Дата первой трансляции/Публикации|
|Бизнес сектор||Пиво, сидр, лагерное пиво|
|Слоган||Long Live the Local|
|История|| ‘Long Live the Local’ is the start of a three-year, multi-million-pound campaign to save ‘the local’ - stopping closures and prevent the planned rise in beer tax, simply by putting pressure on the Chancellor himself.|
Long Live the Local is an idea that celebrates the life and vitality, and the role that the local pub plays. One that doubles up as a call-to-action and a celebratory toast to everything the pub represents. It is a grassrooted and top down approach to campaigning. It engages the heart to drive action and affect positive change. Giving small businesses a platform to celebrate their contribution to communities, culture and society-at-large. Stopping closures and preventing the planned rise.
Beer Tax was set to rise by 3.4% in Autumn 2018 Budget, and then every year for the foreseeable future. A rise that posed a serious threat to Britain’s Beer Alliance (BBA) and its 120 members, including founding global brewers AB InBev, Carlsberg, Heineken and Molson Coors.
Our challenge was simple – reverse the increase in beer duty by persuading the Chancellor Philip Hammond to cut it – with key KPI’s to maximise petition signatures and the number of emails constituents send to MPs.
In order to convince Philip Hammond and other MPs that any rise in beer duty will be an incredibly unpopular decision, we had to create national groundswell. Previous arguments about taxation has failed, so it was time to take a different strategy.
Pubs have been a constant in British life for generations and are now one of the few remaining truly open public spaces. They have been at the heart of our communities since they first opened their doors. Our own research conducted by YouGov revealed 78% of Brits think pubs are an important part of the local community.
It was apparent from this research that we needed to create a campaign and movement that would engage the heart, the head and the hand - a campaign that made people feel, provided the ammunition to justify the cause and made it easy for them to act. The architecture of a modern movement.
Our huge campaign amassed 115,000 petition signatures, 47,000 letters sent to all 650 UK MPs and the support of influential industry organisations including CAMRA. The result? We changed Government policy in a matter of months.
How many agencies can say that?
|Тип медиа||Упаковка, брендинг и дизайн|
|Public Relations Agency||One Green Bean|
|Аудио послепроизводственный этап||750mph|
|Продакшн Студия||Stink Films|
|Медиа-агентство||Havas Media Group UK|
|Послепроизводственный этап||Electric Theatre Collective|
|CRM||Havas CX helia|
|Исполнительный креативный директор||Ben Mooge|
|Продюсер агентства||Sarah Wells|
|Главный исполнительный директор (CEO)||Xavier Rees|
|Управляющий партнер||Jennifer Black|
|Продюсер агентства||Adam Henderson|
|Директор рабочей группы клиента||Tom Trevelyan|
|Продюсер вспомогательного агентства||Natasha King|
|Program Director||David Cunningham|
|Marketing Lead||Tom Price-Stephens|
|Специалист по работе с заказчиками||Jahney Smith|
|Начальник планирования||Ravi Matharu|
|Коммерческий директор||Tess Hulme|
|Директор рабочей группы клиента||Emma Gibbons|
|Специалист по работе с заказчиками||Graham Kenchington|
|Исполнительный продюсер||Sophie Kluman|
|Print Production Company||HKX Productions|
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