GREATEST CUP NEVER RUN by Momentum Sydney for Lion Nathan

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GREATEST CUP NEVER RUN

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Industry Beers and Ciders
Media Promo & PR
Market Australia
Agency Momentum Sydney
Creative Director Richard Swan
Art Director Nicole Clausen
Designer Belinda Kruse, Owen Norris, Chris Gamblin, Nicole Redelman
Producer Sally Wildeboer
Released August 2010

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: LION NATHAN
Product/Service: BOAG'S DRAUGHT
Agency: MOMENTUM WORLDWIDE
Date of First Appearance: Aug 16 2010
Entrant Company: MOMENTUM WORLDWIDE, Pyrmont, AUSTRALIA
Executive Vice President/Chief Strategy & Innovation Officer: Jon Hamm (Momentum Worldwide)
Group Account Director: Imelda Hodson (Momentum Worldwide)
Creative Strategist: Gareth Anderson (Momentum Worldwide)
Creative Director/Copywriter: Phil Watson (Momentum Worldwide)
Head of Design: Jeff Mimery (Momentum Worldwide)
Art Director: Nicole Clausen (Momentum Worldwide)
Designer: Owen Norris (Momentum Worldwide)
Designer: Belinda Kruse (Momentum Worldwide)
Producer: Sally Wildeboer (Momentum Worldwide)
Designer: Chris Gamblin (Momentum Worldwide)
Designer: Nicole Redelman (Momentum Worldwide)
Account Manager: Sayaka Tregerthan (Momentum Worldwide)
Marketing Manager: Joe McGrath (Victoria Racing Club)
Sports Sales Executive: Nick Bower (Seven Network)
: Tom Salom (News Limited)
Commercial Operations Manager: Alison Hurbert-Burns (Slattery Media)
Account Director: Andrew Jackson (ZenithOptiMedia)
: Andrew Robinson (Postmodern Sydney)
Creative Director: Richard Swan (Postmodern Sydney)
Media placement: TV Campaign - Various Spots Over 5 Weeks - Seven Network - General Programing - 3 October 2010
Media placement: TV Campaign - Various Spots Over 5 Weeks - Seven Network - Promo Spots - 3 October 2010
Media placement: TV Campaign - Various Spots Over 5 Weeks - Seven Network - Cup Carnival Spots - 3 October 2010
Media placement: Press Advertising - 16 Spots With 1 Week Various Editorial - Melbourne Herald Sun Cup Carnival - 3 October 2010
Media placement: Press Advertising - 16 Spots With 1 Week Various Editorial - Melbourne Herald Sun Sport - 3 October 2010
Media placement: Press Advertising - 16 Spots With 1 Week Various Editorial - Melbourne Herald Sun Early General News - 3 October 2010
Media placement: Press Advertising - 16 Spots With 1 Week Various Editorial - Melbourne Herald Sun Editorial Support - 3 October 2010
Media placement: Radio Advertising - Sport 927 - 10 October 2010
Media placement: Radio Advertising - SEN - 10 October 2010

Describe the objective of the promotion.
Digital technology was used to simulate a virtual race between the past 24 winners of the Melbourne cup to fulfill two key objectives:

1. Leverage the sponsorship of the 150th Melbourne Cup Carnival (‘The Race That Stops A Nation’) to drive awareness and trial of Boag’s Draught.

2. Build the brand.

The role for Boag’s Draught (as part of the James Boag Trademark) is to invite drinkers to have quality experiences that allow them to step out of the ordinary. And what could be more extraordinary than the creation of a field of champions racing for the first time?

Describe how the promotion developed from concept to implementation.
The promotion celebrated the 150th anniversary of the Melbourne Cup. This historic moment in Australian sport, plus the age-old tradition of comparing sporting legends, inspired us to create The Greatest Cup Never Run.

Using state-of-the-art technology and in consultation with racing experts to predict the outcome, we created a virtual race between the Melbourne Cup greats of the last 150 years. This race was broadcast live on national TV during race-day coverage.

Viewers were captivated as they watched the race and held onto their beers waiting to learn if they had the winning trifecta combination on their Boag’s Draught bottlecaps.

Explain why the method of promotion was most relevant to the product or service.
The Boag’s Draught brand is about creating the extraordinary, so our goal was to capture consumer attention in a unique and engaging way.

Though Boag’s Draught was not the primary sponsor of the event, the simulated race drove word of mouth, PR and incremental media value creating higher awareness than a “traditional” sponsorship would have ever achieved.

Finally, prize winning trifectas under the bottle cap linked the beer to the race in a way that was relevant to drinkers, enhancing their experience, incentivising them to purchase and rewarding their involvement.

Describe the success of the promotion with both client and consumer including some quantifiable results.
For true engagement to occur, you must reach the consumer at the intersection of the physical and digital space.

Using this approach, The Greatest Cup Never Run captured Australia’s attention and imagination:

1.183 million Australians watched the race on Melbourne Cup Day with repeat views totaling 572,000.

Over 2 million watched related content, worth incremental value of over AU$2.5 million.

PR coverage ran across more than 200 unique outlets including 11 from media partners; with a total circulation of 20 million.

49,224 website visits.

And, Boag’s Draught sales went up, an extraordinary achievement in a declining market.