ARVO Digital THE PERFECT LAGER PROJECT by AnalogFolk Sydney

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THE PERFECT LAGER PROJECT

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Industry Beers and Ciders
Media Digital, Interactive & Mobile
Market Australia
Agency AnalogFolk Sydney
Released April 2012

Awards

Spikes Asia 2012
Mobile Mobile Applications and other Downloadable Tools Silver

Credits & Description

Type of Entry Mobile
Category Mobile Applications and other Downloadable Tools
Title THE PERFECT LAGER PROJECT
Advertiser/Client CASELLA
Product/Service ARVO
Entrant Company: ANALOGFOLK Sydney, AUSTRALIA
Advertising Agency: ANALOGFOLK Sydney, AUSTRALIA
Matt Grogan Analogfolk Creative Director
Links: http://www.awardsite.net/plp/mobile/
Brief Explanation
Our mission was to launch a premium lager that’s perfectly suited to our techie target market. To do this, we created The Perfect Lager Project iPhone app, which measured the ‘perfectness’ of people’s beers as they drank them. The app captured the physical characteristics of each beer, as well as the conditions in around which it was consumed, e.g. number of mates present, direction user is facing, temperature, what user is doing. After nearly 8000 beer reviews, we passed the information on to Casella’s master brewers, who turned nearly 100,000 data points into Australia’s first ever crowd-brewed beer – ARVO.