Barons DM PEANUT LAUNCHER COASTER by Y&R Singapore

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PEANUT LAUNCHER COASTER

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Industry Beers and Ciders
Media Direct marketing
Market Singapore
Agency Y&R Singapore
Art Director Jules Kim, Dian Widjaja
Copywriter Adam Miranda
Designer Bryce Bell
Producer Cassandra Chia
Photographer Teo Chai Guan, Teo Studio
Typographer Brad Wilson
Released April 2012

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: BARONS BEER
Product/Service: BEER COASTER
Agency: Y&R SINGAPORE
Art Director: Jules Kim (Y&R Singapore)
Art Director: Dian Widjaja (Y&R Singapore)
Copywriter: Adam Miranda (Y&R Singapore)
Chief Client Officer: Melvin Kuek (Y&R Singapore)
Art Buyer: Kirby Ho (Y&R Singapore)
Producer: Cassandra Chia (Y&R Singapore)
Account Manager: Cassandra Riene (Y&R Singapore)
Retoucher: Sam Ng (Y&R Singapore)
Typographer: Brad Wilson (Y&R Singapore)
Designer: Bryce Bell (Y&R Singapore)
Photographer: Chai Guan Teo (Teo Studio)
Media placement: Beer Coaster - Pubs/Bars - 26 April 2012

Describe the brief/objective of the direct campaign.

Increase the presence of Baron's Strong Brew in pubs where beer drinkers were spoilt for choice with the number of brands available to them. Baron's is known as a strong beer with a history dating back to the all-conquering days of Europe's kings and knights. Therefore it was important to communicate these powerful qualities of Baron's Strong Brew in a fun and memorable way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

Since pub-going is a social experience with friends, we decided to add to the fun with something that is ever-present in bars - coasters. However, this coaster could be transformed into a catapult, a symbol of medieval might. And here's the best part, it could actually launch peanuts.
The novelty of the coasters resonated favourably with beer drinkers and became a topic of conversation in bars, reinforcing the Baron's brand in the mind of drinkers. Those who were not familiar with the brand were motivated to give the beer a try, which is a strong indication of the effectiveness of the idea.

Explain why the creative execution was relevant to the product or service.
By using a simple coaster and turning it into a device of fun, Baron's demonstrated they are an enabler of a good night out. And they did so while reminding drinkers of the qualities associated with Baron's Strong Brew – a beer made at a time when men were real men.

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.

The novelty of the coasters resonated favourably with beer drinkers and became a topic of conversation in bars, reinforcing the Baron's brand in drinkers mind. Drinkers who are not familiar with the brand were motivated to give the beer a try, which is a strong indication of the effectiveness of the idea.