Driving Consumer Insight and Loyalty through Digital Engagement

About the Client

AB InBev’s Nigerian brewing business, International Breweries Plc, produces and markets beer and malt brands including Trophy for the Nigerian market. It is part of the world’s leading brewer and operates as a listed company with nationwide distribution.

Challenge

AB InBev, makers of Trophy Beer, had nationwide sales and little visibility of who was buying. The company needed to identify drinkers, reward loyalty, and turn that into insight for marketing and distribution.

Solution

Softcom implemented Under-the-Crown for Trophy. Each bottle carried a unique code under the crown. A drinker dialled a USSD code, entered it, answered a short survey, and received airtime or another incentive at once. The system sat on the manufacturing workflow, processed millions of entries, and paid incentives on every network.

Impact

• Over 4 million consumers identified and engaged
• Instant incentives for verified Trophy drinkers
• Consumer data for more precise campaigns
• A stronger direct connection between Trophy and the people who drink it