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Events · Campaign proposal

Beefeater In My Ends: London, made local.

A proposed Beefeater one-day event and content series celebrating the neighbourhoods young South African creatives rep, with London-inspired music and food. The first edition was planned for Cape Town on 26 February 2023.

  • Instagram, X and Facebook
  • Creator partnerships
  • Ticket registration
  • Live event
  • Event web app
Guests
800
Free tickets
750
Acts on stage
8
Engagement
A venue TV squeeze back: the Beefeater Spirit of London film plays in the window, with the Beefeater logo, a QR code and the words Scan to take part, above an 18+ line.

QR code that opens this Beefeater case study on hellobrand.co.za.

Social post: Want to become part of the End Runner? Keep your eyes open to see how you can enter.

A 2023 campaign proposal for Beefeater, created with partner agencies; the event's mobile menus, map and win-on-socials screens are Hello Brand's. No results are on file.

Not for persons under the age of 18. Enjoy responsibly.

The brief

Beefeater wanted a property it owned, one that would make it the cool, premium urban gin of choice for ambitious young socialites and get the gin into their hands.

Who it is for: young urban adults of legal drinking age: entrepreneurs, tastemakers and sociable people who love discovering new food, drink and music. They have more than one hustle, keep up with pop culture, and choose a night out for the vibe and the people.

In London slang, your ends are your neighbourhood, and people are fiercely proud of where they are from. Local creatives feel exactly the same about their own ends.
Planned for
Sunday 26 February 2023
Where
The Botanik, Cape Town
Doors
Afternoon to midnight
Guests
800, with 850 invited
Format
One day, multi-stage, boutique
Who could come
Adults of legal drinking age, 18+

The idea

In My Ends key visual: a London skyline in red above a torn white wall with the In My Ends title and a bottle of Beefeater.

Beefeater is in every end.

Build In My Ends, a one-day, multi-stage boutique event that brings the spirit of London to local culture. The venue becomes a tour of London: a phone-box entrance, a thrift store, a tasting lounge, a garden and a pub lounge, with London-style street food and Beefeater serves. Local creators, the end runners, lead the build-up on social media, invite their communities and share tickets, while a content plan carries the story before, during and after the day.

  • Local pride, London style: each space pairs a London icon with the ends guests call home
  • Creators as hosts: end runners lead the hype, the guest list and the content
  • Taste it first: vouchers, tastings and cocktails put the gin in every hand
  • A property Beefeater owns, and can tour to other cities

The build-up: creators first

The campaign starts weeks before the doors open, as a series on Instagram, X and Facebook. Local creators, the end runners, leak the word, announce the event and hand out the tickets through their own feeds.

  1. Bring the hype. Teasers, a visual defining “the ends”, the clash of South Africa and London, and a map of the Cape Town ends Beefeater will take over, pushed with paid media.
  2. The digital launch. Beefeater picks culturally influential creators who run and rep their ends; they show their ends on video and announce the event and the guest list.
  3. The event. Live content drops on the end runners' pages and the In My Ends channels on the day.
  4. Cop a bev. A recap of how the ends were run, then clues to the next city.

The posts

  • Social post: Beefeater, the Spirit of London since 1820. Want to become part of the End Runner? Keep your eyes open to see how you can enter.
    Build-up postCalling for end runners.
  • Social post: The spirit of London since 1820, In My Ends, with a bottle of Beefeater over a Cape Town skyline.
    Digital launch postLondon over the Cape Town skyline.
  • In My Ends banner: click for a chance to win, Beefeater, the Spirit of London since 1820. Ts and Cs apply.
    The web-app bannerA chance to win, one tap away.

Three ways to a ticket

Guest list · 150 single tickets
Invited by email, register, RSVP, and the free ticket arrives by mail; 10 VVIPs per partner get a booth and two extra drinks
Social media · 300 double tickets
Register through the end runners' links, enter the ticket draw, and the winners get free tickets
Ticket shop · 50 single tickets
Those who miss the draw are sent a link to buy a ticket for R150

The guest's journey, start to finish

From a creator's teaser to a free gin at the bar and a post that could win a hamper: eight steps, with the menus and the map on the guest's phone.

Eight steps

  1. Catch the teasersLocal creators drop clues about In My Ends on Instagram, X and Facebook. Social post: Want to become part of the End Runner? Keep your eyes open to see how you can enter.
  2. Register for a ticketThrough a creator's link or a guest-list invitation, then RSVP to receive the ticket. Social post: The spirit of London since 1820, In My Ends, with a bottle of Beefeater over a Cape Town skyline.
  3. Step through the phone box, pick a drinkPromoters check tickets at the door and offer a choice of three drink vouchers, each for a free Beefeater serve at the bar. Drink voucher card for Beefeater London Dry: Not a Paloma, a mix of Beefeater Dry, grapefruit juice, agave syrup, sparkling water and grapefruit to garnish.
  4. Find your way round LondonThe event map shows every space, from the stage to Camden Market and the royal garden. In My Ends event map on a phone: an underground-style line map with a colour key for each space, including the stage, the royal garden, the booths and Camden Market.
  5. Order from the drinks menuThree B&Ts at R88 and three Beefeater cocktails at R95. In My Ends drinks menu: the B&T, the Pink B&T and the Orange B&T at R88, and Mandz Not Hot, Tickle Me Pink and the Orange Spritz at R95.
  6. Eat London street foodFish and chips, a pie and a curry, ordered at the bar or from a waiter. In My Ends food menu: London Bridge fish and chips R80, Big Ben chicken pie R40, Little Wimbledon veggie curry R60, just chips R40; the kitchen closes at 23:00.
  7. Spin for merchIn Camden Market, one spin of the wheel and one go on the claw machine each, for a tote bag, a bucket hat or a water bottle. A prize wheel with coloured segments on a stand.
  8. Post, tag and winShare a picture from the day with the campaign hashtags for a chance to win one of five Beefeater hampers. In My Ends tile: tag from your socials and answer below to win spot prizes, copy the hashtags below.
Social post: Want to become part of the End Runner? Keep your eyes open to see how you can enter.
Step 1 of 8

The venue, a tour of London

Each space pairs a London icon with the ends guests call home. These are the proposal's mock-ups: how each space would be dressed in Beefeater red.

Venue entrance mock-up: a heritage building dressed with red Beefeater figures, In My Ends banners and a red phone-box style doorway.
The entrance: a phone-box doorway, lit red after dark.
Venue floor plan: entrance and foyer, main bar, seating, stage, booths, tasting room, games lounge and balcony.
The floor plan.
  • Entry-way mock-up: a vinyl wall with the London skyline and an event key, beside Beefeater underground-style sign posts.
    The entry wayA vinyl map, like stepping into the Underground.
  • Main-floor mock-up: a large red ticker board reading Beefeater presents In My Ends, Spirit of London, above a hall full of plants and tables.
    The main floorA ticker board with who's on, the tastings and water calls.
  • Stage mock-up: steps up to a stage framed by Beefeater figures, with a Spirit of London screen above.
    The stageLED screens with brand visuals, neon and light sabers.
  • Main bar mock-up: a long bar wrapped in red Beefeater panels, with bright café tables in front.
    The main barDrinks and food orders; free drinks in the early evening.
  • Tasting lounge mock-up: a dim second bar lit with red and purple light, Beefeater panels behind it.
    The tasting loungeSilent tastings, then a second dance floor.
  • The royal garden: a narrow terrace with green turf, hedges and lounge benches.
    The royal gardenFresh air, giant chess pieces and water.
  • Camden Market-inspired arch: a red Spirit of London arch with a Beefeater sign.
    Camden MarketA thrift store with local vendors and games.
  • Pub lounge reference: a wood-panelled room with a full-size pool table.
    The pub loungePool, darts and bar stools.

Every mechanic, in detail

Seven parts, each with one job: get Beefeater into guests' hands, and keep them talking about it.

Complimentary drink vouchers

At the door, every guest picks one of three drinks and gets a double-sided voucher card for it, in the colour of its gin: London Dry, Pink Strawberry or Blood Orange. Vouchers are redeemed at the mobile sampling bar from 16:00 to 19:30, a free “happy hour” announced in the build-up; after that the sampling bar becomes another serving bar.

  • Red voucher card, Beefeater London Dry: Not a Paloma, with Beefeater Dry, grapefruit juice, agave syrup and sparkling water.
    London DryNot a Paloma.
  • Pink voucher card, Beefeater Pink Strawberry: The Tickled Pink, with lemon juice, sugar syrup, strawberries and Beefeater Pink Strawberry.
    Pink StrawberryThe Tickled Pink.
  • Orange voucher card, Beefeater Blood Orange: The Orange Spritz, with prosecco, soda water and Beefeater Blood Orange, garnished with an orange wheel.
    Blood OrangeThe Orange Spritz.
Silent-disco tastings

Beefeater ambassadors run guests through the variants at a long sit-down table, with silent-disco headphones: sessions of 8 to 20 end runners, 10 minutes each, in the dimmed tasting room. Everyone who finishes a tasting leaves with exclusive collaboration merch.

Games for merch

“To be an end runner, you've got to have grit. At #InMyEnds, grit wins you prizes.” In the thrift store, three promoters run a spin-the-wheel and a claw machine; every guest plays each once, and taking part wins something. The prizes:

  • 100 branded tote bags and 100 bucket hats
  • 100 Beefeater water bottles
  • 50 Drink More Water bottles and 50 bags
  • 50 more take-home merch pieces
  • Red Beefeater tote bag with a white B and a band of botanical illustration.
    Tote bag
  • Navy Beefeater bucket hat with a white B and a botanical-print brim.
    Bucket hat
Win on socialsR700

The event's web app carries the competition: post a picture from In My Ends with the campaign hashtags, in your feed and not only a story, for a chance to win one of five Beefeater hampers worth R700. Enter as often as you like; entries close at midnight on 27 February and the winners are drawn on Tuesday 28 February. Ts and Cs apply.

In My Ends tile: tag from your socials and answer below to win spot prizes, copy the hashtags below.
London street food, on the phone

The kitchen adapts London classics to easy street food in take-away packaging, ordered from the bar or a waiter. The menus live in the event's web app: London Bridge fish and chips R80, Big Ben chicken pie R40, Little Wimbledon veggie curry R60 and chips R40, beside six Beefeater serves from R88 to R95. The kitchen closes at 23:00.

In My Ends drinks menu on a phone: three B&Ts at R88 and three Beefeater cocktails at R95.
Drink More Water

Every 45 to 60 minutes the stage screens show “Drink more water”, the venue's red lights turn blue, and promoters walk the floor for five minutes with buckets of water. Water reminders are strongest in the royal garden, the cool-down space.

The people on the day55

Six security staff, 20 bar staff, 10 promoters, 10 food vendors and 9 runners: bar staff and waiters in black and white with a Beefeater apron, promoters in Beefeater uniforms. A line-up of eight local acts, from a house DJ to a gqom duo and headline rappers, plays the main stage from 15:00 to midnight.

What we proposed, and what it would deliver

This is a proposal, so there are no results yet. These are the success measures the proposal set out, as its targets.

Brand consideration · target
+5
Share of conversation · target
+20% in posts and reposts, against the same period the year before
PR value · target
R2 million from event exposure
Volume · target
33 cases
Database growth · target
+20%
Trial · target
1,000 liquid to lips during the event

Beefeater In My Ends dashboard

What it will report

6 weeks, one event day · sample

Example dashboard Mostly sample data, not campaign results. This was a proposal, so there are no results. The 800 guests and 750 free tickets are the proposal's own plan, from the case study. Those figures are tagged From the case study; everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    +4 pts

    Brand consideration

  • Sample

    +23%

    Share of conversation

  • Sample

    R1,862,300

    PR value from event exposure

  • Sample

    31

    Volume in cases

  • Sample

    +17.4%

    Database growth

  • Sample

    1,149

    Liquid to lips (trial)

Brand and conversation

  • Sample

    +4 pts

    Brand consideration

    Change in consideration among young adults reached. Proposal target: +5

  • Sample

    +23%

    Share of conversation

    Posts and reposts against the same period the year before. Proposal target: +20%

  • Sample

    R1,862,300

    PR value from event exposure

    Value of the media exposure the event earned. Proposal target: R2 million

Posts and reposts a week (the event is in W5)
PR value, week by week (running total)
Conversation by channel
  • Instagram 58%
  • X 24%
  • Facebook 18%

Volume and trial

  • Sample

    31

    Volume in cases

    Cases of Beefeater sold over the bars on the day. Proposal target: 33 cases

  • Sample

    1,149

    Liquid to lips (trial)

    Free serves and tastings poured during the event. Proposal target: 1,000

  • From the case study

    800

    Guests

    Guests planned for the day, with 850 invited

Liquid to lips, by route
Cases sold, by gin
Guests who redeemed a drink voucher

743 of the 800 guests

Database

  • Sample

    +17.4%

    Database growth

    New opted-in contacts against the database before the campaign. Proposal target: +20%

  • Sample

    1,486

    Registrations

    Ticket and draw registrations through the end runners' links, the guest list and the ticket shop

  • From the case study

    750

    Free tickets

    150 guest-list singles and 300 social-media doubles

Registrations, week by week (running total)
Registrations by route
  • End runners' links 81%
  • Guest list 10%
  • Ticket shop 9%

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

What's next: the next ends

In My Ends is built as a series. Cape Town is the first edition; the pre-event map drops the cities Beefeater will visit, and the recap ends with clues to the next city and the creators who will run it.

  • A recap of how the ends were run, on every channel
  • Reels of each touchpoint, to live on social media
  • Clues to the next city, and its end runners
  • A new content piece for each event, bridging London and the local ends

The ends are just the ends without the people who rep it.

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