Tooheys DM BEER IS CURRENCY by Saatchi & Saatchi Sydney

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Industry Beers and Ciders
Media Direct marketing
Market Australia
Agency Saatchi & Saatchi Sydney
Executive Creative Director Steve Back, Deputy Creative Director
Creative Director Dave Bowman
Art Director Peter Galmes
Copywriter John Mckelvey, James Ross-Edwards
Released February 2010

Credits & Description

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Product/Service: TOOHEY'S NEW BEER
Date of First Appearance: Feb 7 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI, Sydney, AUSTRALIA
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Copywriter: John McKelvey (Southpaw) (Saatchi & Saatchi)
Copywriter: James Ross-Edwards (Southpaw) (Saatchi & Saatchi)
Art Director: Peter Galmes (Southpaw) (Saatchi & Saatchi)
Producer - print: Jeremy De Villiers (Saatchi & Saatchi)
Group Business Director: Alex Carr (Saatchi & Saatchi)
Business Director: Chris Yong (Saatchi & Saatchi)
Account Manager: James Tracy-Inglis (Saatchi & Saatchi)
Account Executive: Brendan Swansborough (Saatchi & Saatchi)
Media placement: Stickers - Bottle Shops Nationally - 7/2/2010

Describe the brief/objective of the direct campaign.
The objective was to get Australians everywhere participating in The Beer Economy. . To maintain sales of Tooheys New at 130 million litres per year. Tooheys New had loyal, yet disinterested drinkers so we needed to restore their pride in the iconic Aussie beer. We knew our target of mainstream Australian beer dinkers have been paying each other in beer since forever. So we made Tooheys New the Official Currency of The Beer Economy.

Explain why the creative execution was relevant to the product or service.
An indisputable truth - Australians pay each other in beer. So we made iconic, mainstream beer Tooheys New the Official Currency of The Beer Economy.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To get Australians using The Beer Economy in everyday life, we created a sticker to sit alongside the world's most recognised symbols of payment. Businesses all over the country then advertised The Beer Economy for us, giving us their shop-fronts as free media space. Our Tooheys New 'Accepted Here' sticker was all particpants needed. The campaign was further advertised on TV.

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.
- Phenomenal sales of 11 million litres in the first month. - Distributed through bottle shops nationally, with 100% pick up. - Hundreds of thousands of dollars in free media. - Huge return on investment - stickers cost only $0.03 each. - We created a highly visible media space for free. - Businesses all over the country advertised for us. - One irate Tax Department.