Amstel Promo, Case study AMSTEL CLASS ACT by Owenkessel

Adsarchive » Promo , Case study » Amstel » AMSTEL CLASS ACT


Pin to Collection
Add a note
Industry Beers and Ciders
Media Promo & PR, Case study
Market South Africa
Agency Owenkessel
Director Tim Greene
Executive Creative Director Felix Kessel, Vaughan Owen
Creative Director Mike Cook, Martin Sing
Art Director Pamela Turner, Stephanie Larson
Producer Harriet Gavshon
Released March 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: BRANDHOUSE
Product/Service: AMSTEL LAGER
Date of First Appearance: Mar 13 2010
Executive Creative Director: Felix Kessel (OWENKESSEL)
Executive Creative Director: Vaughan Owen (OWENKESSEL)
Creative Director: Mike cook (OWENKESSEL)
Creative Director: Martin Sing (OWENKESSEL)
Art Director: Stephanie Larson (OWENKESSEL)
Art Director: Pamela Turner (OWENKESSEL)
Producer: Harriet Gavshon (CURIOUS PICTURES)
Creator: Donovan Marsh (CURIOUS PICTURES)
Director: Tim Greene (CURIOUS PICTURES)
Media placement: Television Series - 13 1hr Episodes - South African Broadcasting Corporation 1 - 13 March 2010

Insights, Strategy & the Idea
The target audience respected AMSTEL as a good beer but didn’t really understand what it stood for (passion and commitment get rewarded) and had very little emotional connection to the brand. What we also knew is that they were desperate for an opportunity to make a success of their lives and AMSTEL represented a level of achievement amongst their peers and woman in the community. “The Oscar of beers”.

Creative Execution
We created an original 13-week, prime-time reality series that looked for South Africa’s next leading man. A real rags-to-riches story that highlighted the passion and commitment required to become a movie star. Billed as “South Africa’s toughest film audition” Class Act utilised tavern activations, press, web, mobile, facebook and traditional TV spots to drive auditions and viewership. After the show, the winner became a proven ambassador of the brand’s values: success is possible if you give it all you have day in and day out. Since Class Act, he has been used in traditional TV and magazine show inserts to leverage the brand’s role in his success. 

Results and Effectiveness
• 95% brand recall
• AMSTEL LAGER brand affinity hit an all-time high.
• There was a mass outcry for season 2 and to include ladies.
• The winner, S’dumo, has already featured in acclaimed television dramas.
• 6 out of the 10 finalists are now working professionally in the film industry.
• Class Act was the most watched reality series in South Africa in 2010.
• Best watched show during Saturday night prime-time. R7.5 Million in PR value received.