THE ORDER OF COOPERS by Whybin\TBWA Sydney for Coopers Brewery

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THE ORDER OF COOPERS

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Industry Beers and Ciders
Media Direct marketing
Market Australia
Agency Whybin\TBWA Sydney
Creative Director Russ Tucker
Art Director Andrew Fergusson, Kim Janson, Russ Tucker
Copywriter James Rickard
Producer Stafford Bosak
Released March 2010

Credits & Description

Category: Loyalty/Continuity Schemes
Advertiser: COOPERS
Product/Service: BEER
Agency: WHYBIN\TBWA
Date of First Appearance: Mar 10 2010
Entrant Company: WHYBIN\TBWA, Sydney, AUSTRALIA
Entry URL: http://www.awardlook.com/coopers/cannes2011/order
Creative Director: Russ Tucker (Whybin \ TBWA \ Tequila)
Creative Director: James Rickard (KWP)
Art Director: Andrew Fergusson (Whybin \ TBWA \ Tequila)
Art Director: Kim Janson (Whybin \ TBWA \ Tequila)
Copywriter: James Rickard (KWP)
Art Director: Russ Tucker (Whybin \ TBWA \ Tequila)
Account Director: John Baker (KWP)
Digital Account Director: Luke Eid (Whybin \ TBWA \ Tequila)
Digital Account Manager: Jamil Hassan (Whybin \ TBWA \ Tequila)
Project Manager: Tristan Glover (KWP)
Project Manager: Lucy Noblet (Whybin \ TBWA \ Tequila)
Production Manager: Jay Wheeler (KWP)
Producer: Stafford Bosak (Whybin \ TBWA \ Tequila)
Digital Producer: Sean Gardner (Whybin \ TBWA \ Tequila)
Client: Rachel Cooper-Casserly (Coopers Brewery)
Media placement: WEBSITE - ONLINE - 21/01/10

Describe the brief/objective of the direct campaign.
The Coopers family have been quietly brewing award-winning beer down in Australia for years. The problem was that their only loyalty program, the Coopers Club was seeing memberships dwindle to less than 5000.

Our challenge was to increase membership of the Coopers Club and give fans a reason to interact with the brand that didn’t rely on mailing out costly newsletters.

The target audience for the Order of Coopers were contacted via email, online banners and through Facebook and email member get member mechanics built into the website.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a not-so-secret-society for beer lovers so they could exchange ideas and declare man-love for beer.

“The Order of Coopers”

We created online tools and forums to exchange brewing tips and got the head of brewing tweeting brewing secrets 24/7. Banner ads directed users to the website. Using Facebook, members of the order could recruit other brewing buddies. We rewarded members with real prizes like keys to the brewery. A Google home-brew map so members could register their home-brewery and geo-tag it. We networked over 1500’s back yard brewers together so they could exchange recipes. Label makers and brewing guides kept them coming back.

Explain why the creative execution was relevant to the product or service.
As a loyalty program for Coopers enthusiasts, it’s enabling them to create their own ‘chapter’ and invite friends to be part of it. A specific brewing community section for the home brewer lets them add their (home) brewery to a global map, share tasting notes and recipes and make their own beer labels. ‘How-to-Brew’ guides and recipes kept them talking.
These online tools allowed the influential home brewing community to share recipes and spread the word. The site is built in a fully CMS enabled platform that allows Coopers to incentivise loyal members.

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.
There was no big TV, Print and outdoor campaign – purely digital.
Since launch in January there have been 186,918 visits of which 112,218 were unique visitors.
The average dwell time is a remarkable 7:01 minutes.
People from over 160 different countries have visited and put their home-brewery on the map.
The ‘Order of Coopers’ CRM program has attracted 11,503 members – more than double previous year.
In terms of home brewing, thousands of people have placed their brewery on the map.
The strength of the brand is reflected in the fact that 70% of users go straight for the URL.