Cascade Beer Digital BREWER'S NOSE by Droga5 Sydney

Adsarchive » Digital » Cascade Beer » BREWER'S NOSE

BREWER'S NOSE

Pin to Collection
Add a note
Industry Mobile applications
Media Digital, Interactive & Mobile
Market Australia
Agency Droga5 Sydney
Executive Creative Director Eric Quennoy, Duncan Marshall, Jason Levine
Creative Director Cam Blackley
Art Director Alex Hederby, Andy Fergusson
Producer John Maclean
Production Tigerspike
Released November 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: CARLTON UNITED BREWERIES
Product/Service: CASCADE BREWERY
Agency: DROGA5 SYDNEY
Date of First Appearance: Nov 19 2010
Entrant Company: DROGA5 SYDNEY, AUSTRALIA
Entry URL: http://www.cascadebreweryco.com.au/#/brewing/beer-app
Chief Creative Officer: David Nobay (Droga5)
Executive Planning Director: Sudeep Gohil (Droga5)
Executive Creative Director: Duncan Marshall (Droga5)
Creative Director: Cam Blackley (Droga5)
Art Director: Andy Fergusson (Droga5)
Art Director: Alex Hederby (Droga5)
Writer: Omid Amidi (Droga5)
Executive Producer: Brett Mitchell (Droga5)
Producer: John Maclean (Droga5)
Production Company: (Tigerspike)
Business Director: Jamie Clift (Droga5)
Account Director: Esther Knox (Droga5)
Account Manager: Angus Ingham (Droga5)
Media placement: IPhone Application - ITunes - 19/10/2010

Describe the brief/objective of the direct campaign.
Cascade is the oldest working brewery in Australia with a real craft heritage.

Our objective was to reinforce Cascade’s (and its brewers’) position as brewing experts and the authority on beer.

We aimed to empower ‘beer discoverers’, the segment of beer drinkers who have a thirst for knowledge as well as beer, with the benefit of Cascade’s knowledge of all beers, and thus, take the high ground position on beer by placing in their hands a tool rich with beer information, no matter what the brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
As part of the campaign we developed a free iPhone app that is a one-stop guide to all things beer; catering to today’s increasingly curious ‘beer discoverers’, who seek to understand beer styles, try new brews and share their knowledge.

And to prove our passion for brewing, this ultimate interactive beer bible allows people to also discover over 500 of our competitors’ beers and share their tastes with their friends via social media sites.

We aimed to achieve 5,000 downloads of the app within the first 3 months.

Explain why the creative execution was relevant to the product or service.
Cascade’s brewers are among the most experienced and knowledgeable brewers in the country, with a reputation for their practical, hands-on approach. The Cascade ‘The Brewer’s Nose’ communication was sent to existing Cascade email database along with partner databases. The Cascade Brewer’s Nose iPhone app provided the ideal vehicle for sharing this knowledge and understanding at the very moment beer drinkers sit down to enjoy their beer, as well as being the ideal vehicle to reinforce Cascade’s position as the authority on beer in Australia in a very practical way.

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.
In the first week of launch it featured in the Top 25 free lifestyle apps in the iTunes app store, and after thousands of downloads maintains a 4 star user rating. A total of 17,858 beers have been scanned so far with over 2,000 tasting notes submitted.