Tooheys Extra Dry 696ml: "TED696 PROJECT" Ambient Advert by Bmf Sydney

Type of Entry: Product & Service
Category: Alcoholic and Non-Alcoholic Drinks
Title: TED696 PROJECT
Advertiser/Client: LION NATHAN AUSTRALIA
Product/Service: TOOHEYS BEER 696ML
Entrant Company: BMF Sydney, AUSTRALIA
Sales Promotion/Advertising Agency: BMF Sydney, AUSTRALIA
Creative Credits
Name Company Position
Warren Brown BMF Executive Creative Director
Simon Langley BMF Creative Director
Chris James BMF Creative Director/Interactive
Shane Bradnick BMF Art Director
Michael Canning BMF Copywriter
Johnny Brian BMF Interactive Art Director
Sora Nobari BMF Digital Producer
Ed Stuckey BMF Flash Developer
Sarah Thompson BMF Art Buyer
Clinton Bell BMF Print Production
Shepard Fairey/Studio Number One Artist
Dmote Artist
Luca Ionescu Artist
Nick Garret BMF Group Account Director
Fleur Kennedy/Michelle Bradfield Account Service
Simon Mccrudden BMF Strategic Planner
David Cook Optimedia Communication Strategist
Details
Describe the brief from the client:
Many Australian beer brands also sell their product in a larger-size “longneck” bottle. To grow their market and give their current customers this option, Tooheys Extra Dry (TED) wanted to launch their own longneck beer bottle – the TED 696ml.
Describe how the promotion developed from concept to implementation:
In Australia, longneck beer bottles are always sold in brown paper bags. Therefore if we could own this bag we would in effect, own the category. So we launched the TED696 Project – a collaboration between TED and some of the world's best street artists to design a brown bag using the theme of ‘696’. We then opened the competition to the wider public.
Describe the success of the promotion with both client and consumer including some quantifiable results:
In the first 8 weeks, over 500,000 longneck bottles of TED were sold representing $9 in sales for every $1 invested. The website received unique visits from 104 different countries, with each person spending an average of 9.5 minutes at the site. During the 5-week competition period, we received a cutting edge design every 84 minutes. MTV held a gala exhibition evening to announce the winning design. The exhibition is now touring nationally. The bag design promotion was so succesful that it is now an ongoing project, with submissions being printed and distributed throughout liquor stores around the entire country.
Explain why the method of promotion was most relevant to the product or service:
Ironically, the brown paper bag that all longneck bottles are sold in, covers
advertising medium.