KEN'S BUCKS by Clemenger BBDO Melbourne for Carlton

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KEN'S BUCKS

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Industry Beers and Ciders
Media Promo & PR
Market Australia
Agency Clemenger BBDO Melbourne
Art Director Ant Phillips
Copywriter Richard Williams
Designer Musonda Katongo
Producer Dawn Lovely
Photographer Chris Budgeon
Strategic Planner Michael Derepas
Editor Peter Sciberras@method Studios
Released November 2009

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: FOSTER'S GROUP
Product/Service: CARLTON MID BEER
Agency: CLEMENGER BBDO MELBOURNE
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA
Entry URL: http://www.kensbucks.com.au
Executive Creative Director: Ant Keogh (Clemenger BBDO Melbourne)
Art Director: Anthony Phillips (Clemenger BBDO Melbourne)
Copywriter: Richard Williams (Clemenger BBDO Melbourne)
Agency Producer TV/Agency Producer Print: Lisa Moro/Mary Darzi (Clemenger BBDO Melbourne)
Account Management Team: Paul Mcmillan/Michael Mckeown/Sam Mackisack (Clemenger BBDO Melbourne)
Designer: Musonda Katongo (Clemenger BBDO Melbourne)
Strategic Planner: Michael Derepas (Clemenger BBDO Melbourne)
Editor: Peter Sciberras (The Butchery)
Flame Artist: Nathan Mallon
Photographer: Chris Budgeon
Producer: Dawn Lovely
Post Production Company: Hub Plus Pty
Retoucher: Glenn Pyke
Director of Photography/Cinematographer: Wayne Aistrope/Chris Budgeon
Sound Designer/Engineer: Paul Le Couteur (Flagstaff Studios)
Media placement: 1 X TV Spot - Free To Air, Pay TV & Internet - 1st December, 2009
Media placement: AMBIENT - Card Board Cut Out Placed Around Town - 1st December, 2009
Media placement: ONLINE - Worldwide Web - 1st December, 2009
Media placement: ON PACK - Within Australia - 1st December, 2009
Media placement: T-SHIRT - Within Australia - 1st December, 2009
Media placement: CARD - Within Australia - 1st December, 2009
Describe the objective of the promotion.
Since its launch in 1997, Carlton MID has become the number 2 beer brand in Queensland, with a 20% marketshare but dwarfed by its major competitor, XXXX Gold. For MID’s summer promotion we were challenged to reinforce Carlton MID’s position as the beer that helps you spend more time with your mates, while setting a platform for future sales growth. This needed to happen with minimal media support and to be driven below-the-line by the strength of the idea. From a sales perspective, we were challenged to drive growth particularly in 30 pack cartons, which had become a powerful product offering in MID’s hero state, Queensland
Describe how the promotion developed from concept to implementation
The Bucks Party is the ultimate leave pass for men. But eventually you run out of Bucks. Carlton MID countered this by inventing a man named Ken and raising him for 30 years just so you could go to his bucks. The promotion included:A TVC that explained the promotion and documented Ken’s growth. A website for entries. Personalised t-shirts for men who enticed 5 of their mates to join. Cardboard Kens wearing a cheap suit and a web address placed in areas men frequent. An emergency card featuring Ken’s phone number. If your wife questioned Ken’s existence, she could ring him.
Describe the success of the promotion with both client and consumer including some quantifiable results
The Ken’s Bucks summer promotion delivered amazing results for Carlton MID including:• December 2009, biggest sales month in Carlton MID history for 30 pack cartons.• Carlton MID arresting a major decline in brand equity.• Promotion entries tripling from mates independently forwarding invitations to each other.
Explain why the method of promotion was most relevant to the product or service
Carlton MID drinkers are men in their mid-thirties with responsibilities such as a mortgage, jobs and families and therefore don’t have the time they once had to spend drinking beer with their mates. Ken’s Bucks gave men back this time. Many of these guys have spent the last 10 years attending Bucks Parties and understand that not only do they provide men with the ultimate leave pass but also a weekend of awesomeness generally involving drinking beer. Sadly, however due to the age of these men, most would be fast running out of bucks. Enter Ken.