"It is our job, as a partner in our clients’ business, to provide them with solutions to business problems. At Publicis Machine, we view our role as much broader than pure 'advertising', because advertising isn’t always the answer," says Publicis Machine group executive creative director, Gareth McPherson.
Stones approached Publicis Machine looking for a new promotional concept to attract brands back into its venues – something the public hadn’t seen before, and something that would encourage Stones' customers to choose the promotional brand over its usual brand.
The solution came in the form of the Stones BOT. The team replaced the standard coin operating mechanism on traditional pool tables with a custom-designed mechanism that holds a standard beer bottle and uses a light dependent resistor to recognise the unique RGB signature of individual beverage bottles.
This means that the BOT can recognise individual brands. These brands can then be used as currency to buy a game of pool. All customers need do is buy the brand on promotion and place the bottle in the slot.
Because the resistor can be calibrated to recognise specific brands, Stones can change the brand on promotion whenever required. The BOT tables can also be branded to increase exposure. The Stones BOT has been successfully trialled by Hunters to promote Hunters Edge.
"This is encouraging affirmation that we’ve provided a workable and successful solution to a business problem presented by our client, and we are proud to partner with Stones on this highly creative idea. It takes a brave client to recognize an innovative solution that falls beyond the boundaries of the tried and tested," concludes McPherson.
Stones is a pool hall chain with 14 locations across the country. The business is driven by coin-operated tables, but its biggest revenue driver is alcohol sales – specifically those generated by promotions.
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