The merger had been a momentous occasion in South Africa's business history. This was thanks to the hard work that many of our clients had put in before the merger. We wanted to use the opportunity to pay tribute to their contributions while at the same time toasting to their new wealth.

"Cheers" is often used as a toast in South Africa. To personalise it, we included the client's name and created a campaign mechanic that would pay tribute to them individually. This mechanic of making a toast to the client, through "cheers" and their name, would be reinforced by a series of executions targeted directly at each individual.

The campaign used direct mailers, search, microsites, online banners and CRM channels. All of the media touch points were personalised to each of our 540 clients.

• A direct mailer containing a six pack of beer (including beers from both brewers) and a set of personalised coasters were sent to each client.

• The pack prompted clients to google "cheers" and their name, which revealed their own microsite.

• Google adwords were used to power the search component along with the assistance of 25 people googling clients so that their individual results would come out on top.

• IP-targeted online banners were was also used to target SABMiller's offices and distribution centers.

• All this was further reinforced through a CRM component driven by our private bankers.

The campaign generated two-hundred-thousand search impressions over 540 clients. This resulted in:

• 100% retention of Wealth & Investment clients

• 99% retention of Private Banking clients

• $7M increase in share of wallet

• $77M of new business leads generated

• 20,200% ROI