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On Trade and Off Trade

Where people drink, and where they buy. Hello Brand OS works in both.

On Trade is where people eat or drink on the spot: bars, restaurants, taverns, shebeens, clubs and stadiums. Off Trade is where they buy to take away: liquor stores, spaza shops, mini markets, supermarkets and malls.

How a venue links to its brands Pick an objective

Part of Hello Brand OS, powered by Social Wiiv

01On TradeConsumed on site
A pub with a copper bar and wall-mounted TVs showing live sport.
  • Restaurants
  • Bars and pubs
  • Clubs
  • Taverns
  • Shebeens
  • Stadiums
  • Festivals and events
02Off TradeBought to take away
An illustration (3D render) of a liquor store, with window and fridge-door screens down the aisle cycling beer and spirits adverts.
  • Liquor stores
  • Spaza shops
  • Mini markets
  • Supermarkets
  • Malls

Two points of entry

One system, two kinds of trade.

The same campaign can run in a bar on match day and at the fridge door of a liquor store. Here is what each part of the platform does in each.

On Trade

Restaurants, bars, pubs, clubs, taverns, shebeens, stadiums, festivals and events: people drink on the premises.

  • Plays the campaign on the TVs already on the wall, around the live match, in three formats: full screen, L-shape squeeze back and bottom scroller.
  • Guests scan a QR code or join the venue's free Wi-Fi, then play, win and redeem at the bar. Consent is stored with every record.
  • Campaign BuilderThe brand picks venues by tier, sets the offer and sends brand kits and stock to each venue.
A venue TV with a Heineken L-shape and a bottom scroller that reads Go to Tiger's Jungle Wifi to WIN BIG with Heineken, with a Scan to take part QR code.
L-shape Heineken at Tiger's Milk. See the campaign
A venue TV during live rugby, framed by a Carling Black Label squeeze back with a QR code: Scan the QR code to stand a chance to win. 18+.
Squeeze back Carling Black Label. See the campaign

Off Trade

Liquor stores, mini markets, spaza shops, wholesalers, supermarkets and malls: people buy to take away.

  • The same campaign on transparent LED fridge doors, aisle and window screens and mall displays, where the buying decision is made.
  • Shoppers scan, buy and photograph the till slip. AI reads the slip and awards points, which can become vouchers.
  • Trade ConnectSpaza shops, mini markets and liquor stores order, earn and grow with the brand, with no app. How Trade Connect works

Run a liquor store, spaza or mini market? List your shop and choose Off Trade in the first step.

Transparent LED film on the fridge doors of a South African liquor store: the advert plays while shoppers still see the shelves behind.
Transparent LED Fridge doors in a liquor store.
The LED wall in the Tyger Valley food court, playing Pepsi and campaign content.
Mall display Tyger Valley food court. See the network

For venue owners

How a venue connects to the brands it sells.

Hello Brand turns venues into active brand partners, not just points of sale. The venue tells us what it sells; the brands it sells can then advertise and promote in it, for the objective they choose.

Channels on the venue Wi-Fi and at the fridge door: what guests and shoppers unlock

Venue, brand and guest: the loop, in five steps

  1. The venue lists the brands it sellsThe owner keeps the venue profile up to date on the Venue Partner platform, part of Hello Brand OS, including the brands sold there.
  2. Brands bring campaigns to the venueBrands see the venue, talk to it directly and send offers, brand kits and stock, chosen by tier.
  3. The venue reaches its guestsBrand Box plays the campaign on the venue's screens; a QR code or the free Wi-Fi page opens it on the guest's phone.
  4. The guest takes partThey scan, buy, play and redeem the reward at the bar or till. No app download.
  5. Everyone sees the resultThe brand gets consented data and results. Bronze, Silver and Gold venues earn their 30% share of the advertising, and every venue sees more visits.

Wi-Fi is provided inside the venue, by the venue or by the brand, through Hello Brand's LTE or Wi-Fi access points.

What it means for the venue

  • Start freeEvery venue gets a free listing. Memberships add more features, and a Brand Box adds your own screen promotions.
  • Earn from the screensBrands pay per 1,000 ad views (CPM), set by the venue tier: Bronze R100 to R150, Silver R150 to R220 and Gold R220 to R280 (off-peak to peak), excl. VAT. Bronze, Silver and Gold venues earn 30% of the advertising revenue; Hello Brand keeps 70%. Platinum is agreed on request. See what a venue could earn.
  • Promote your own nightsThe L-shape and bottom scroller tell guests what's on: sport, quiz nights, events and specials.

See how venues earn, and what it costs

Venue tiers

Bronze, Silver, Gold or Platinum: how a venue is tiered.

Brands pick venues by tier. Each outlet, from a city bar to a township tavern, is graded on five things that matter to a campaign.

  • Location

    From city centres and suburbs to township and informal markets.

  • Venue size

    Capacity, layout and the number of spaces where guests gather.

  • Sales

    Monthly turnover, and how much of the brand's product the venue sells.

  • Screens

    How many TVs can carry adverts during the big sports moments.

  • Connectivity

    Free Wi-Fi, so guests can take part on their phones.

  • What the tier brings

    Support grows with performance

    The better a venue performs, the more support it gets from the brands: merchandise, activations and promotions.

Venue membership levels and prices

Objectives

Pick the objective. The mechanic and the measure follow.

Each objective works On Trade and Off Trade. Every result carries a label that says how it was measured.

  • Awareness

    How
    Screen adverts and squeeze backs around live sport, on the venue's own TVs.
    What we measure
    Plays, and the venues and screens reached.

    Estimated

  • Trial

    How
    Vouchers and sampling, linked to the venue.
    What we measure
    Vouchers redeemed at the bar or till.

    Measured

  • Sales uplift

    How
    A till-slip scan, or a link to the till (POS).
    What we measure
    Purchases checked against a slip or a till record.

    Verified

  • Data capture

    How
    Wi-Fi sign-in and sign-up, with consent.
    What we measure
    People who opted in, each with a consent record.

    Measured

  • Loyalty

    How
    Points, streaks and rewards that bring guests back.
    What we measure
    Repeat visits and returning players.

    Measured

Labels, from least to most certain: estimated, modelled, measured, verified. How we label every number

For brands

The brand side: Campaign Builder.

Brands plan the campaign once and send it to the venues and stores that sell them.

  1. Select channels
  2. Select brands
  3. Select venues
  4. Select tiering
  5. Select campaigns
  6. Create brand kits
  7. Allocate free stock

Brand merchandise kits are delivered to the participating venues, so every prize is earned, not just given away.

Get the free demo

Questions we hear

Is a tavern On Trade or Off Trade?
On Trade. Anywhere people drink on the premises is On Trade, including taverns and shebeens.
Who provides the Wi-Fi?
Wi-Fi is provided inside the venue, either by the venue or by the brand, through Hello Brand's LTE or Wi-Fi access points.
Do guests need to download an app?
No. A QR code or the Wi-Fi page opens the campaign in the phone's browser.
Where is the data kept?
Data is hosted in South Africa, and each record carries the consent the person gave, in line with POPIA.

Keep exploring

Link your venue to the brands you sell.

Venue owners can check their tier in a few questions. Brands can plan a campaign for the venues and stores that sell them.

Check my venue's tierPlan a brand campaign