2024 Bronze Retail and E-commerce

Agency: TMW

Client: Greene King

Entry Title: Where London Life Happens

Executive Summary

Where London Life Happens was a multichannel, localised campaign that aims to make Greene King Pubs London’s mainstream pub of choice. It showed the venues as places where London life’s great stories are made and told.

Strategy

The pub is an integral part of London life. Greene King research identified ‘most couples meet down the pub’, with more than half (51%) having dated someone they met in a pub and more than two thirds (69%) going on to have a serious relationship with that person, with 36% of those relationships resulting in marriage.

The insights crystallised the fact that so many of London life’s defining moments happen in pubs. The team saw an opportunity to position Greene King pubs as places where great stories are made and told - showcasing how the brand ensures their pubs feel safe, inclusive choices where all are welcome.

Creativity

The team created a tribute to how Greene King makes London pub life so great, intrinsically positioning its pubs as places where some of the best moments of London life happen.

A poetic ode to the London pub and the role it plays in life’s great moments took centre stage. Where London Life Happens used the moving power of poetry to celebrate the everyday moments of social connection that unfold in the capital’s boozers - whether a first date, overdue catch-up or post-work pint.

At the heart of the campaign was a hero film starring London-based poet Lotte Rice, who delivered a playful yet poignant love letter to the city as she journeyed through its streets to a bustling Greene King pub. The concept was adapted to work across a range of digital and offline media.

Results

The campaign has significantly outperformed commercial forecasts. Directly attributable bookings and revenue figures have exceeded forecast by a massive 66%.

Specific campaign ad recall rose among core target audiences vs overall audience base, and positive brand sentiment has risen by over 30% year-on-year for the campaign period. Overall, Greene King’s market share grew 0.9% percentage points while the campaign was live.

The Team

TMW - Graeme Noble, Chief Creative Officer

Greene King - Gemma Hitchcock, Campaign Lead - Andrew Gallagher, Marketing Director - Harry Steel, Digital Marketing Manager - Gary Egerton, Lead Designer - Emma Lucyzn, Lead Designer - Amy Henderson, Copywriter - Nick Bailie, Data Planner - Taylor Davies, Associate Planning Director - Lucas Courtney, Account Director - Emma Woodrow, Business Director

Move Studio - Millie Graham-Campbell, Head of Move Studio - Lee Richards, Creative Producer

Ecstacy of Gold - Arthur Lewin, Director

Freelance - Lloyd Cook, Director of Photography