Lion Nathan : "6 BEERS OF SEPARATION-CALL FOR ENTRIES" Direct marketing by Bmf

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: LION NATHAN AUSTRALIA
Product/Service: BEER
Agency: BMF
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: BMF, Sydney, AUSTRALIA
Entry URL: http://entriesforawards.com.au/6beerscallforentries
Executive Creative Director: Warren Brown (BMF)
Creative Director: Simon Langley (BMF)
Interactive Creative Director: Chris James (BMF)
Copywriter: Dustin Lane (BMF)
Art Director: Shane Bradnick (BMF)
Art Director: Luke Hawkins (BMF)
Agency Producer: Alison Chambers (BMF)
Strategic Planning Director: Simon Mccrudden (BMF)
Group Account Director: Nick Garrett (BMF)
Account Director: Lenya Kovacevic (BMF)
Account Manager: Lex Higlette (BMF)
Account Manager: Elisabeth Spence (BMF)
Creative Director: Tim Dryoff (Resolution Design)
Director: Kiku Ohe (Resolution Design)
Producer: Will Alexander (Resolution Design)
Artists: Mr Perso And Detch (Resolution Design)
Media placement: Online Video - Seeded Online And Available Via On-Pack QR Code - 1 March 2009

Describe the brief/objective of the direct campaign.
Tooheys Extra Dry (TED) wanted to keep their brand fresh, salient and innovative amongst their 18-24 year-old target market. So, the aim of this particular piece was to find four people to be part of ‘6 Beers of Separation’ - a branded content project we were developing for TED. It's based on the 6 degrees of separation theory - that states everyone on earth is linked by 6 steps. We wanted to see if an average person could meet their hero using little more than a few conversations over a beer.

Explain why the creative execution was relevant to the product or service.
By putting the call for entries on-pack, we were literally putting it in the hands of our target market. This was also inherent in the idea, as it revolved around the simple premise of people having conversations and meeting people over a beer.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We produced a short video to introduce the concept, and invite the target audience to be part of it. This video was seeded online and made available via an on-pack QR code. To enter, the target audience had to visit our website and upload a video of themselves stating who they'd most like to meet, and why they'd like to meet them.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
This casting video was viewed more than 25,000 times. More than 1500 people registered and submitted a video of themselves (a 16% response rate). We found our 4 applicants to be part of the show: Meaghan, Oliver, Ruwan, and Matt. The casting call video effectively served as the catalyst for the entire 6 Beers Of Separation project, with 76 unique pieces of branded content being produced, including a feature length film. Ultimately, 6 Beers of Separation has seen Tooheys Extra Dry increase sales by 9.5%, brand awareness at an all-time high, and market share up by 15%.