Carlton Promo DRY DREAMS by Clemenger BBDO Melbourne

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Industry Beers and Ciders
Media Promo & PR
Market Australia
Agency Clemenger BBDO Melbourne
Director The Viral Factory With Ben Wheatley
Executive Creative Director James Mcgrath
Art Director Cameron Harris
Copywriter Seymour Pope
Producer Claire Jones
Photographer Chris Tovo
Strategic Planner Michael Derepas
Editor Peter Sciberras@method Studios
Released October 2009


Caples Awards 2010
Campaigns Integrated Campaign Bronze

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: FOSTER'S GROUP
Product/Service: CARLTON DRY BEER
Date of First Appearance: Nov 1 2009 12:00AM
Entry URL:
Executive Creative Director: James McGrath (Clemenger BBDO Melbourne)
Creative Director: Ant Keogh (Clemenger BBDO Melbourne)
Art Director: Cameron Harris (Clemenger BBDO Melbourne)
Copywriter: Seymour Pope (Clemenger BBDO Melbourne)
Agency TV Producer: Sevda Cemo (Clemenger BBDO Melbourne)
Agency Producer Print: Mary Darzi (Clemenger BBDO Melbourne)
Account Management Team: Paul McMillan, Michael McKeown, Sam Mackisack (Clemenger BBDO Melbourne)
Designer/Typography: Musonda Katongo (Clemenger BBDO Melbourne)
Strategic Planner: Michael Derepas (Clemenger BBDO Melbourne)
Director Of Photography/Cinematographer: Ben Joiner
Director: Ben Wheatley (Blink Productions)
Editor: Peter Sciberras (The Butchery)
Flame Artist: Chris Betteridge (Iloura)
Production Company: Blink Production
Post Production Company: Iloura
Photographer: Chris Tovo
Producer: Claire Jones
Music Composer/Arranger: Cornel Wilczek/ B. Hense, D. McFall & S. Schroger - Mr Jigga (Electric Dreams Studio/Mr. Jigga)
Music Production Company: Level Two Music/Electric Dreams Studio
Sound Engineer: Paul Le Couteur (Flagstaff Stuidos)
Media placement: TV 9 Spots - Free To Air And Pay TV - November 1st 2009
Media placement: Magazine - FP And DPS - Zoo, Ralph, Empire, Rolling Stone, Vice, Three Thousand, Urban Geek, Pedestrian, - November 1st 2009
Media placement: Banners Online - Fairfax, ACP Sites - All States Of Australia - November 1st 2009
Media placement: Outdoor - Billboard - November 1st 2009
Media placement: Experiential - Light Projections, Street Stencils - November 1st 2009
Describe the objective of the promotion.
To increase Carlton Dry sales to Australian males aged between 20 and 30. And to raise brand awareness within this group, by communicating to them that Carlton Dry is a beer whose brand is about delaying responsibility.
Describe how the promotion developed from concept to implementation
A ‘Dry Dream’ is the type of idea you have at 2am after a few beers. Flashes of inspired stupidity, that usually vanish into the ether. We thought: ‘Wouldn’t it be great to make someone’s ‘Dry Dream’ a reality?’We created three TVC’s to show the type of inspired stupidity required to win the promotion. We also ran outdoor, web and press versions.These elements drove people to website, where they could upload their Dry Dreams along with supporting visual material . Fake 'making of videos' for the TVCs also featured there.The winner was ‘Giant Mini Golf’.
Describe the success of the promotion with both client and consumer including some quantifiable results
In the 6 weeks the promotion ran (Nov 1st to Dec 15th):400,000 plus views on Youtube. The number one piece of branded content on Youtube in Australia for November.104,000 plus unique page views on

Average time on site 5min plus (benchmark for this amongst 20-30 year olds is 2min 37sec).

58,000 plus consumers told us their Dry Dreams.

Tank Skeet Shooting featured on NBC news (US) ‘The N Files’ Net round up.Carlton Dry is now Australia’s fastest selling beer. The Dry Dreams promotion was the only significant activity undertaken by the brand in the last ten months.
Explain why the method of promotion was most relevant to the product or service
Young men like to share slightly insane ideas with each other when they drink beer. We thought it would great if Carlton Dry could own this beer truth. We knew our target spend a lot of time online, so it made sense to create a website where they could immerse themselves in the promotion. A place where the target could enter, view other entries, the TV ads and the fake 'making of' videos we created for them. The combination of outdoor, online, TV and on pack advertising with a prize that captured the imagination made this promotion a success.