The Challenge

PSP Sales Presenter

In Australia, Stella Artois was the number 1 international draught beer. But growth was stagnant, so our job was to produce a sales presenter that would get a new sales team excited about Stella Artois, and make it easier to sell the beer to pub and bar managers.

Our Solution

Power in their hands

Foster’s was expecting a brochure, or a folder with loose-leaf pages. We gave them 50 customised Sony PlayStation PSPs instead.

The PSPs were delivered in hand-stitched black velvet drawstring bags and rebranded with Stella Artois logos. We modified the operating systems and icon sets to reflect the brand, then installed the Stella Artois films and artwork.

Rather than providing screenshots of TVCs in a brochure, we installed all the major Stella Artois films on the PSP. We included the artwork of the most recent press campaigns. And loaded up short but effective presentations on the history of the brand.

Results

Boost in sales growth

The PSPs helped the new sales team to boost sales growth well above the category norm, despite an increasingly competitive environment – making it a thoroughly modern solution for a very traditional brand. And because PSPs are wi-fi capable, Foster’s can now load up new material quicker than new pages can be printed for a loose-leaf folder.

The PSPs have impressed not only the sales team, but also Creativity Online. The world’s leading source of information for creative leaders selected the Stella Artois PlayStation PSP as its ‘Pick of the Day’.