Strategy, Creative, Client Services
Pubs were once the staple of the social scene in Dublin, especially during the boom years when they enjoyed the successes of the excess by which many of us lived.
Today, the pub is fighting its biggest competitor to date – our living rooms.
The reason for this shift is mainly an economic one, with perception and value a secondary factor. So the challenge from the Licensed Vinters Association was to get people back in the pub.
Our idea was to anchor it in an occasion – Friday nights.
We simply reminded people there’s nowhere in the world like a Dublin pub on Friday night.
And our insight was simple – fear of missing out. So if we just made something happen, we knew people would come.
It wasn’t just topical – it was great fun. ‘Dublin Does Fridays Like Nurses Do Coppers’ – a sentiment every Dubliner will understand. And because of that, it started a little movement- reminding everyone we’re the most sociable city in the world.
It wasn’t just topical – it was great fun. ‘Dublin Does Fridays Like Nurses Do Coppers’
The result was a huge trending curve on Twitter and the growth of over 15,000 fans across the social networks. As well as, we hope, people getting together in the pub on a Friday night because that’s where the craic is.