Campaign details
Agency: Havas London
Persuade the Chancellor to change his mind about beer tax by drumming up petition signatures and emails to MPs.
Strategy
Since targeting MPs to prevent beer tax increases had fallen flat, Havas London and Britain's Beer Alliance went after voters instead. Tax increases were positioned as a direct threat to pubs in a bid to behave like a protest movement.
To maximise impact, communications were timed with two major peaks in spend, just before and just after the summer Parliamentary recess. Messaging reflected successful modern movements and a highly targeted media campaign was used...