Cub Case study BREWER'S NOSE by Droga5 Sydney

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BREWER'S NOSE

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Industry Supermarkets
Media Case study
Market Australia
Agency Droga5 Sydney
Executive Creative Director Eric Quennoy, Duncan Marshall, Jason Levine
Creative Director Cam Blackley
Art Director Alex Hederby, Andy Fergusson
Producer John Maclean
Released May 2011

Credits & Description

Category: Titanium and Integrated
Advertiser: CUB
Product/Service: CASCADE
Agency: DROGA5 SYDNEY
Date of First Appearance: Nov 1 2010
Entry URL: http://www.cascadebreweryco.com.au/#/brewing/beer-app
Chief Creative Officer: David Nobay (Droga5 Australia)
Executive Planning Director: Sudeep Gohil (Droga5 Australia)
Executive Creative Director: Duncan Marshall (Droga5 Australia)
Creative Director: Cam Blackley (Droga5 Australia)
Art Director: Andy Fergusson (Droga5 Australia)
Art Director: Alex Hederby (Droga5 Australia)
Writer: Omid Amidi (Droga5 Australia)
Executive Producer: Brett Mitchell (Droga5 Australia)
Producer: John Maclean (Droga5 Australia)
Production Company: (Tigerspike)
Business Director: Jamie Clift (Droga5 Australia)
Account Director: Esther Knox (Droga5 Australia)
Account Manager: Angus Ingham (Droga5 Australia)
Media placement: IPhone Application - ITunes - 19/10/2010

Describe the campaign/entry
Cascade is Australia’s oldest working brewery with real craft brewing credentials but it's currently only known for a couple of its mainstream beers. So, we sought to take Cascade back to its rich heritage, and position it as the authority on beer.

The Cascade brewers are beer lovers first and foremost, driven by taste buds not marketing, so we invited them to create the ultimate beer bible.

The result was ‘The Brewer’s Nose’, an iPhone app that details the style, taste and heritage of over 500 competitor beers - all of which you can access by scanning the barcode.

Describe how the campaign/entry was launched across each channel in the order of implementation
The Brewer’s Nose was launched alongside the new brand positioning ‘Brewed By Feel’; complete with TV, print and a new website. But with only a very limited amount of direct media drivers for the app, we had to rely on PR.

After a chance encounter with a leading journalist at a pub, the app soon featured in the biggest newspaper in Australia, before it even launched.

Rave reviews followed, from bloggers and magazines, with the beer loving community praising this new beer-drinking platform across social networks.

Give some idea of how successful this campaign/entry was with both client and consumer
In the first week of launch it featured in the Top 25 free lifestyle apps in the iTunes app store, and after thousands of downloads maintains a 4 star user rating. A total of 17,858 beers have been scanned so far with over 2,000 tasting notes submitted.

This is set to become a real usable platform for Cascade in the future, complete with promotions and a huge social element.

But, at the end of the day, it’s all about the beer.