LEGENDS OF THE DRY by Clemenger BBDO Melbourne for Carlton

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Industry Beers and Ciders
Media Direct marketing
Market Australia
Agency Clemenger BBDO Melbourne
Director Brendan Gibbons
Art Director Luke Thompson
Copywriter Seymour Pope
Producer Tara Riddell
Editor Nick Lofting @ Union Editorial, Luke Haigh
Released April 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Product/Service: CARLTON DRY
Date of First Appearance: Apr 8 2011
Entry URL: https://carltondry.com.au/legendsofthedry/ads
Creative Chairman: James McGrath (Clemenger BBDO Melbourne)
Executive Creative Director: Ant Keogh (Clemenger BBDO Melbourne)
Art Director: Luke Thompson (Clemenger BBDO Melbourne)
Copywriter: Seymour Pope (Clemenger BBDO Melbourne)
Agency Producer: Sevda Cemo (Clemenger BBDO Melbourne)
Account Director: Nick Cohen (Clemenger BBDO Melbourne)
Account Executive: Brendan Taylor (Clemenger BBDO Melbourne)
Planner: Michael Derepas (Clemenger BBDO Melbourne)
Planner: Sam Mackisack (Clemenger BBDO Melbourne)
Director: Brendan Gibbons (Station Film)
Director of Photography / Cinematographer: Darko Suvak
Editor: Luke Haigh (Curious Film)
Editor: Nick Lofting (Jump)
Designer / Typographer: Simon Redwood (Clemenger BBDO Melbourne)
Flame Artist: Nathan Mallon (Clemenger BBDO Melbourne)
Producer: Tara Riddell (Curious Film)
Sound Designer / Engineer: Paul Le Couteur (Flagstaff Studios)
Agency Print Producer: Mary Darzi (Clemenger BBDO Melbourne)
Client: Vince Ruiu (Carlton United Breweries)
Client: Michael McKeown/Kellie McCallum (Carlton United Breweries)
Media placement: TV Campaign- 180 Spots - Channel 7, 7 Mate - W/C 21st November 2010
Media placement: TV Campaign- 25 Spots - Channel 9 - W/C 13th February 2010
Media placement: TV Campaign- 22 Spots - GO!, One - W/C 21st November 2010
Media placement: TV Campaign- 52 Spots - Channel 10 - W/C 21st November 2010
Media placement: TV Campaign- 1055 Sots - PAY TV - W/C 21st November 2010
Media placement: Radio Campaign- 10 Spots - Fox FM, Triple M (Perth, Brisbane, Melbourne, Sydney, Adelaide) - W/C 21st November 2010
Media placement: Press Campaign- 1 Spot - The West Australian - W/C 12th December 2010

Describe the brief/objective of the direct campaign.

Over the last four years, through two previous campaigns, both the sales of Carlton Dry and the appeal of its brand had shown significant growth. These two prior campaigns incorporated a strong user generated component. We were tasked with creating another big idea that also featured a ‘user generated’ component. Our goal: to appeal to existing and new drinkers, through an idea that engaged them across multiple channels.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
‘Imagine your best drinking story as a movie. Starring Steven Seagal as you.’

Seagal fronted two TV and two radio ads encouraging our drinkers to submit their beer stories to the Carlton Dry website. We then selected one and made it into the movie: Sheep Impact. And cut a trailer for its online launch.

For the first two months of the campaign Carlton Dry had projected sales of a 100,000 cartons a month. They also wanted over 30, 000 visits to the website (where stories could be entered and viewed) Surpassing these targets would be considered a success.

Explain why the creative execution was relevant to the product or service.
Carlton Dry celebrates the creativity that stems from the time you spend drinking with friends – the stuff that blurs the line between stupidity and genius. Beer stories are definitely part of that stuff. And somehow when a storyteller features in the story, they’re always portrayed as far more heroic than reality.

Therefore to celebrate this humorous beer storytelling truth, we offered to swap the storyteller with an actual cult action hero - Mr Steven Seagal.

Seagal was perfect. A 90’s, slightly wooden action hero, who had achieved cult status amongst our younger drinkers, but still had credibility with older drinkers.

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.
As the campaign is in progress we only have results for the first two months. The projected sales figures for this period were 100,000 cartons of beer a month; the actual incremental sales during November and December 2010 were approximately 264,000 cartons per month.
So 38% of total incremental revenue can be directly attributed to the campaign. We had 46,562 unique visits to the Carlton Dry website. Our drinkers really engaged with the promotion as the total number of story views was 267,039.

As a result of the promotion, Carlton Dry is now Australia’s fastest selling mainstream beer brand.