For years, the alcohol industry has been able to rely on a tried-and-tested communication model: the double whammy of highly emotive TV advertising and stand-out point-of-sale. But with TV viewership fragmenting and Craft Beer taking the market by storm, this model started to falter. Our solution was simple, yet revolutionary: embrace an e-commerce mindset. We partnered with Brulines to create a real-time feedback loop of actual sales at the pump; developed a battleground strategy around each of the 2,500 participating locations; and rolled out a comprehensive test-and-learn programme. And the results were impressive. We increased Heineken’s campaign ROI from an average of £5 to £10+.