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John Smith’s 'Smithy' On-Trade campaign

Agency: Space

Client: John Smith's 

John Smith’s, the UK’s number one ale from Heineken UK, is launching the ‘Smithy, the People’s Racehorse’ campaign in over 4,000 pubs and clubs across the UK.

The in-pub activity is at the heart of the integrated marketing campaign, which includes advertising, digital, and a media partnership with the Daily Mirror.

386,000 drinkers of John Smith’s all over the country will have the chance to get a ‘No Nonsense Share’ in a real racehorse - Smithy (who will race as Smithy the Horse) just by buying a pint of John Smith’s.

The campaign has been created and is being implemented by leading integrated marketing agency Space to leverage John Smith’s sponsorship of the Grand National and their 90 sponsored race meetings across the country.

John Smith’s drinkers have until the February 12, 2010 to register their ‘No Nonsense Share’ in Smithy via SMS, online at or sending in their share card via Freepost.

Once registered ‘No Nonsense Shareholders’ will get to experience the thrills of a racehorse owner without the financial commitment.

They will receive regular communications via SMS and e-mail about Smithy the Horse and the opportunity to vote on key decisions on his progress, for example on the race meetings he should race at (in consultation with his trainer).

Smithy has a weekly column running in the Daily Mirror providing Smithy’s ‘No Nonsense’ view on the world of racing and updates on his progress for readers. This column will run every week until the John Smith’s Grand National.

Smithy the Horse - a thoroughbred four year old chestnut gelding by 2003 Derby winner Kris Kin - is currently being trained by leading trainer Donald McCain at his Bank House stables in Cheshire. Smithy’s first race is expected in the near future.

David Atkinson, Managing Partner at Space, said, “John Smith’s is a brand packed with personality and history. We hope that Smithy will write his own history into this much-loved brand.

"The simplicity of the ‘buy a pint, get a No Nonsense share’ mechanic should engage and attract a wide audience of horse-racing fans and John Smith’s drinkers. We look forward to Smithy’s first outing coming soon.”

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