Carlton Draught Beer: "DROP THE BOMB" Ambient Advert by Clemenger BBDO Melbourne

Title: DROP THE BOMB
Advertiser/Client: FOSTER'S GROUP
Product/Service: CARLTON DRAUGHT BEER
Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA
Sales Promotion/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA
Creative Credits
Name Company Position
James Mcgrath Clemenger BBDO Melbourne Executive Creative Director
Ant Keogh Clemenger BBDO Melbourne Creative Director/Writer
Grant Rutherford Clemenger BBDO Melbourne Creative Director/Art
Director
Sonia Von Bibra Clemenger BBDO Melbourne TV Executive Producer
Jason Byrne Clemenger BBDO Melbourne Senior Agency
Producer/Producer
Ant Keogh/Karl Von Moller Clemenger BBDO Melbourne/Artisan Films
Directors
Karl Von Moller Artisan Films Cinematographer
Tim Bartley Austereo Director of Photography
David Cordell Freelance Camera Assistant
Richard Hamer/Aaron Bickford HM Creative Editors
Angus Stevens Austereo Director/Editor
Paul Le Couteur/Stevo Williams Flagstaff Sound Engineers
Hub Plus Production Company
CSM Melbourne Design
Elizabeth Rocka Freelance Production Manager
Sam Cavanagh Austereo Producer
Kirsten Leith Austereo Operations Director
Paul Mcmillan Clemenger BBDO Melbourne Group Account Director
Michael Mckeown/Sam Mackisack Clemenger BBDO Melbourne Account
Directors
Mike Mccall Clemenger BBDO Melbourne Retoucher
Details
Describe the brief from the client:
After Carlton Draught's success with the 'Skytroop’ TVC, we were asked to
create an interactive promotion, which leveraged this imagery.
Describe how the promotion developed from concept to implementation:
Contestants donated their crappy old car (the ‘bomb’) during a two week radio promotion hosted by Australia’s most popular drive-time radio team, “Hamish and Andy”. The audience decided the winner (Gill) by voting online on the worst ‘bomb’. A second contestant (Bill) was chosen via an on-pack promotion. It was Bill’s job to decide when to drop Gill’s car out of a plane flying at 14,000 feet. The deal was, if he hit a 1km target on the ground, he won $100,000. If he missed, he and Gill got nothing.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Highest March sales in history. Every free-to-air national news show aired the story at prime time. $1.29 million of unpaid media was acheived. For two days Hamish & Andy devoted their entire two hour, prime-time show to the promotion. Daily audience: 992,000. New records for the Hamish & Andy show. 200,000 video downloads in two days. 1,230,000 unique web impressions over a three day period. On pack entries: 53,748 Cars donated: 163
Explain why the method of promotion was most relevant to the product or service:
Promoted on in-store posters, cartons and the web, the contestants entered online using a unique code found on Carlton Draught cartons. On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online. The target market was 18 to 40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Carlton Draught has begun to be synonymous with large scale, funny, dumb stunts.