ABOUT

CONCEPT
The £180 pint.

We created the Fair Pour, a pub where (for a couple of days at least) patrons would pay for their pint based on their income. While someone on an average UK salary would pay £4.79 (the average for a London pint), someone on £1 million a year would pay £180 (the same proportion of salary).

EXECUTION
To drive awareness ahead of the opening we pre-announced the arrival of the Fair Pour.
The concept grabbed the media’s attention driving coverage across just the national consumer titles we wanted to hit including Evening Standard and METRO (amongst many others).

The story carried across the editorial media and started to stoke online conversation across social channels –with opinion-formers across LinkedIn picking up on the pub, turning activation into conversation.

By the time that we came to open the doors of the Fair Pour we’d already hit our media KPIs for the campaign as a whole.

But we didn’t stop there.

We hosted a media and influencer event on the opening night –featuring, appropriately, a pub quiz for guests to take part in. The queues to get into our boozer were around the block such was the excitement that had been generated by the opening.

Broadcast media pitched up to cover the opening –and most importantly to speak to the charity about what had inspired the brand to create its own bar. They also spoke to patrons, who all expressed their excitement about the new establishment.

Meantime social media influencers grabbed the story, posting live from the experience and spreading the word across their channels. Over 400 people hit the Oxfam pub to enjoy the (non-alcoholic) fayre –and most importantly, to pay their fair share.

RESULTS
The campaign generated over 50 pieces of editorial coverage and, as a result, 208 million Opportunities to See across editorial media channels.

The campaign research suggests we reached 15 million UK adults 4.2 times during the campaign –delivering remarkable ROI in terms of reach and frequency for the activity given the budget.

All of the pieces landed the core messages for the activity –that Oxfam had opened the doors of the Fair Pour to engage the public in a wider conversation about progressive taxation and the super-wealthy at Davos paying a fairer amount.

Three weeks post-campaign, research found that 16% of our audience recalled the Fair Pour having seen it via either earned media coverage or social media content.

Remarkably, 92% of those exposed attributed the campaign to Oxfam.

Furthermore, of those who were exposed to the campaign 82% said that the activity raised their awareness of Oxfam’s campaign to increase the amount that the super-rich pay. 85% of those who were aware of the activity said it increased their support for the cause.

Given our objective –to get progressive taxation talked about in the pub, creating our own pub meant we were bound to succeed. However, the Fair Pour ensured that the conversation took place far more widely, helping Oxfam get a policy