6 BEERS by BMF Australia for Lion Nathan

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6 BEERS

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Australia
Agency BMF Australia
Released February 2009

Credits & Description

Category: Best Use of Branded Content
Advertiser: LION NATHAN AUSTRALIA
Product/Service: TED BEER
Agency: BMF
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: ZENITHOPTIMEDIA AUSTRALIA, Sydney, AUSTRALIA
Entry URL: http://www.6beersofseparation.com.au
Communications Strategist: David Cook (ZenithOptimedia)
Investment Director: Claire Richmond (ZenithOptimedia)
Digital Investment Director: Andrew Reeves (ZenithOptimedia)
Media placement: Online - Banners, Rich Media, Search, TV Streaming, Editorial Integration - 01/03/2009
Media placement: Mobile - Banners, Mobi-Site, Rich Media, Video - 01/03/2009
Media placement: Ambient Outdoor - Street Posters, Pavement Stencils, Uni Posters, Hanging Logos - 12/04/2009
Media placement: Street Furniture - Standard Panels - 10/05/2009
Media placement: Magazines - Popular Mens Magazines, Advertising Plus Editorial, Consecutive Bookends Placeme - 03/05/2009
Media placement: TV - National Free To Air, Subscription TV - 10/05/2009
Media placement: Subscription TV - Content Distributive Via Foxtel On Demand - 10/05/2009
Media placement: Cinema - Adspot Buy And Movie Feature - 10./05/2009
Media placement: Postcards - Content Distribution With TED Purchase - 07/06/2009
Media placement: Event - Semi Permanent Sponsorship - 29/03/2009

Results and Effectiveness
Our approach immersed the brand in highly involving content and made available whatever-whenever-wherever. As well as on TV (on demand) the content was viewed 700,000+ times online. In total, 67,000+ hours spent viewing the content… – 630,000+ unique visits to all digital destinations – 125,000+ website visitors – Time spent on site 6.45mins – Australia’s top 5 most subscribed sponsored YouTube channel – 37,000 mobi-site visitors; 17,000 video views – 21,398 iTunes downloads; 6,000 subscribers – 1,600+ QR code scans – not bad for a new channel! Over the campaign period sales were +9.5%, and market share +15%.

Creative Execution
This wasn’t about broadcasting a new TED beer ad. We needed to recruit the ‘creative’ team, then document their story. Our media approach needed to start at the core, hunting where the creative types were, but quickly extend to the masses ensuring they felt part of the brand experience. Invitation: Call-for-cast within creative communities and tailored messaging via targeted media partnerships. Thousands responded, four were chosen. Introduction: Four finalists were revealed with short bios, maintaining buzz pre-launch. Sharing it with Spectators: We didn’t solely rely on them visiting our destination hub. Snackable content and longer form episodes were distributed in familiar environments giving the choice of how-&-when to watch. Mainstream touchpoints - TV, magazines, street furniture outdoor alongside pub posters drove people to watch the show. A feature film was screened in cinemas, and distributed via DVD with TED purchases. Closing-the-loop: All activity supported through-the-line via themed packaging & promotions.

Insights, Strategy & the Idea
You can meet some interesting people over a beer. And, as the theory goes, everyone in the world is connected by six degrees. So, could you meet the person on the planet who inspires you the most, in six steps or less, simply by meeting different people over a beer? We challenged our target to prove this theory of ‘6 Beers of Separation’. We knew the most effective way for Tooheys Extra Dry (TED) to connect with young adults was tapping into their desire to have a voice and express themselves. Four people would go on a journey with the brand. For those that preferred just to watch, the idea provided numerous opportunities to follow what they were up to. The content would be fresh, evolving on its own terms. The four cast were armed with a six pack, travel money, a camera crew and were followed for eighteen days.