SLO LIGHTS by Clemenger BBDO Melbourne for Carlton

SLO LIGHTS

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Industry Beers and Ciders
Media Design & Branding, Case study, Making of
Market Australia
Agency Clemenger BBDO Melbourne
Executive Creative Director Ant Keogh
Creative Richard Williams, Ant Phillips
Released March 2011

Credits & Description

Category: Best use of brand sponsorship integration (where there is no product overtly displayed in the film, show, event etc. but it is aligned to a brand message)
Advertiser: CARLTON UNITED BREWERIES
Product/Service: CARLTON DRAUGHT
Agency: CLEMENGER BBDO MELBOURNE
Executive Creative Director: Ant Keogh (Clemenger BBDO)
Creative Team: Richard Williams/Anthony Phillips (Clemenger BBDO)
Senior TV Producer: Sonia Von Bibra (Clemenger BBDO)
Group Account Director: Glenn Maddocks (Clemenger BBDO)
Account Director: Nick Cohen (Clemenger BBDO)
Media Agency: Mediacom (Clemenger BBDO)
Editor: Channel 10 (Clemenger BBDO)
Music Production Company: Level Two Music (Clemenger BBDO)
Sound Designer/Engineer: Cornel Wilczek (Clemenger BBDO)
Sound House: Electric Dreams (Clemenger BBDO)
Singer: Boyd Owen (Clemenger BBDO)
Media placement: TV - Channel 10 - 24th March

Campaign Description
Branded Entertainment exists in Australia, but is generally very informative, bland and often irrelevant. TV stations are slowly coming round to the idea of working with brands to create and promote more interesting and creative Branded Entertainment. Our Slow Lights branded entertainment piece entered life as a 10-second billboard brief. The TV station, involved on hearing the idea, offered a 30-second in programme piece, which then grew to 60 seconds.
As a beer brand, Carlton Draught had the added challenge of complying with the very strict advertising standards that exist in Australia relating to alcohol advertising.

Effectiveness
Following the success of the Carlton Draught Slow-Mo TVC, we were briefed to integrate the Slow-Mo campaign into Carlton Draught’s sponsorship of AFL.
We knew that the commercial was to give us great exposure during ad breaks, but that’s only half the sponsorship battle. If we could create original and entertaining content during the season, the AFL would support us with extra in program media mileage throughout the game. Our strategy was to shine a light on the punters at the footy, giving them a sense of involvement in our brand idea, and get talked about as a result.
We created 2 60-second super Slow Mo segments revealing footy, and its fans, in all their glory, every week, for the entire season, including a special Grand Final edit. The segments were set to completely new versions of our opera track featuring AFL inspired lyrics. The biggest challenge was these segments were to be edited during the actual game, and then played during the broadcast at half-time and full-time of those particular games. All up there were over 50 clips made during the 2011 season.

Implementation
The AFL (Australian Rules Football) is the highest profile sport in Australia, with the grand final attracting nearly 3m viewers. As a result, it is highly contested commercial battlefield. There are dozens of brands sponsoring the event and the different teams. Carlton Draught’s objective for 2011 was to be the brand that everyone was talking about at the AFL. We achieved this by running weekly branded in programme pieces during half time and full time of AFL games, leveraging not only Carlton Draught’s sponsorship of the AFL but also Carlton Draughts much loved Slow Mo commercial.

Outcome
The AFL and TV stations loved the idea, meaning a 10” billboard soon turned into 60” in program content. We had something no other AFL sponsor had, which got us reach of over 85% in our key markets of Victoria and South Australia. This equated to $2m of media for free. More importantly, we became part of the conversation. On Grand Final, Twitter was dominated by 2 AFL conversations – how much everyone hated Meatloaf’s halftime performance, and how much they love Carlton Draught’s slow-motion footage of punters.