The Architectural Challenge:
In Africa’s crowded and competitive nightlife scene, how does a global spirit like Jameson move beyond the bar shelf to become an integral part of the entertainment experience itself, increasing brand recall and driving on-premise sales?
The Masterful Build (Our Execution):
As Jameson’s chosen execution partner, we were tasked with weaving the brand into the very fabric of premier entertainment venues. Our execution was a two-pronged strategy focused on creating powerful, “Instagrammable” brand assets that enhanced the consumer experience.
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Experiential Production & Fabrication: We didn’t just brand existing items; we engineered and produced bespoke, high-end Jameson pool tables. Featuring iconic green felt, premium branded frames, and integrated storytelling elements, these tables were designed to be the stylish centerpiece of any venue, encouraging longer patron stays and direct brand interaction.
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High-Impact OOH & Ambiance: We amplified Jameson’s presence beyond the venue walls with a targeted Out-of-Home campaign. We designed and installed high-impact billboards and iconic neon signs in key nightlife corridors, making Jameson a visible and dominant part of the urban entertainment landscape.
The Results:
Our execution-focused approach delivered significant and measurable commercial results:
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40% Increase in Time Spent by patrons at the branded pool tables, leading to higher bar sales and customer retention.
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35% Increase in Unaided Brand Recall among the target demographic in post-campaign surveys.
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Massive Organic Social Media Buzz, as the iconic pool tables and neon signs became highly shared “Instagrammable moments,” generating significant earned media value.