Foster‘s: CARLTON DRAUGHT PLASTIC CUP

Credits:

Type of Entry: Use of Media
Category: Event and Field Marketing
Title: CARLTON DRAUGHT PLASTIC CUP
Advertiser/Client: FOSTER'S GROUP
Product/Service: DRAUGHT BEER
Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA
Sales Promotion/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA
2nd Sales Promotion/Advertising Agency: CSM MELBOURNE Melbourne, AUSTRALIA
Creative Credits
Name Company Position
James Mcgrath Clemenger BBDO Melbourne Executive Creative Director
Ant Keogh Clemenger BBDO Melbourne Creative Director/Copywriter
Grant Rutherford Clemenger BBDO Melbourne Creative Director/Art

Director
Janet Croll CSM Melbourne Creative Director/Art Director
Yvette Caprioglio CSM Melbourne Copywriter
Karolina Bozajkosvka Clemenger BBDO Melbourne Agency Producer
Jonnie Morris Prime Cuts Director/Director Of Photography/Editor
Paul Le Couteur Flagstaff Studios Sound Engineer
Chris Budgeon Chris Budgeon Photography Photographer
Paul Mcmillan Clemenger BBDO Melbourne Group Account Director
Phil Baker Clemenger BBDO Melbourne Account Director
Details
Describe the brief from the client:
After Carlton Draught’s success with the “Big Ad” (which featured thousands of men in robes running around a field carrying beer), we were asked to create an interactive promotion, which leveraged this imagery.
Describe how the promotion developed from concept to implementation:
We devised a national media event to rival the famous Melbourne Cup Horse Race. Our team negotiated with the Spring Racing Board to stage a tongue-in-cheek race during what is considered a prestigious horse racing carnival. “The Carlton Draught Plastic Cup” was created. A televised event, 18 contestants competed for $100,000 first place prize money. They were disqualified if they finished the race with less than 200ml of beer in their plastic cup. Held on the home-straight, it has become the largest prize for any foot race in Australia.
Describe the success of the promotion with both client and consumer including some quantifiable results:
4,469 participating outlets 14,611 entries Sales +6% vs. previous year Sales +11% vs. Sept ‘07. Free media support Radio $250k TV $3.2m+ Due to its wide appeal, the race has become an annual part of the Melbourne Spring Racing Carnival.
Explain why the method of promotion was most relevant to the product or service:
Carlton Draught is the sponsor of the Spring Racing Carnival. We hijacked the event, which our target audience was already attending, and leveraged the brand’s values: being real and down to earth. The target market was 18–40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Promoted on in-store posters, cartons, the web and television, the campaign also received $3.5m in free TV & radio media support. Contestants entered using an SMS code found on Carlton Draught cartons. Qualifiers won a place in the race and the chance to win the $100,000.