YOU KNOW WHO YOU ARE by Colman Rasic for Coopers Brewery

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YOU KNOW WHO YOU ARE

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Industry Beers and Ciders
Media Promo & PR
Market Australia
Agency Colman Rasic
Executive Creative Director Rebecca Carrasco, Dejan Rasic
Photographer Stephen Stewart
Digital Creative Thorsten Hayer
Released September 2009

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: COOPERS/PREMIUM BEVERAGES
Product/Service: COOPERS 62 PILSNER
Agency: COLMAN RASIC
Date of First Appearance: Sep 9 2009 12:00AM
Entrant Company: COLMAN RASIC , Sydney, AUSTRALIA
Entry URL: http://www.coopers62.com.au
Executive Creative Director: Dejan Rasic (Colman Rasic)
Executive Creative Director: Rebecca Carrasco (Colman Rasic)
Chief Executive Officer: Ben Colman (Colman Rasic)
Executive Digital Producer: Nick Lee (Colman Rasic)
Creative (Writer/Art Director): Dejan Rasic (Colman Rasic)
Creative (Writer/Art Director): Rebecca Carrasco (Colman Rasic)
Digital Creative: Thorsten Hayer (Colman Rasic)
Marketing Manager: Arunan Ganeshalingam (Premium Beverages)
Brand Manager: Lorna Stephen (Premium Beverages)
General Manager – Sales & Marketing: Mark Goulmy (Premium Beverages)
Managing Director: Bruce Siney (Premium Beverages)
Executive Chairman: Glen Cooper (Coopers)
Photographer: Stephen Stewart (The Kitchen)
Retoucher: Paul Gawman (Electric Art)
Managing Director: Simone Drewry (Mango)
Media: Mat Rawnsley (KWP!)
Account Director: James Kennedy (Colman Rasic)
Media placement: Magazine Campaign - GQ, Qantas, Sport And Style, National Liquor News - 9 September 2009
Media placement: Outdoor Campaign - Melbourne, Sydney. Bus And Tram Panels, JC Decaux, BusPak, EYE Posters, Airport, - 9 September 2009
Media placement: Web Banners - Fairfax, SMH, The Age, Real Footy, The Vine, Austereo Network, Nine MSN, Fox Spo - 9 September 2009
Media placement: Bar Television - National - 9 September 2009
Media placement: Website - National - 9 September 2009
Media placement: Mobile Site - National - 9 September 2009
Media placement: Launch Parties And Events - National - 9 September 2009
Media placement: DM Swab Kit - National - 9 September 2009
Media placement: Social Media - National - 9 September 2009
Media placement: PR - National - 9 September 2009

Describe the objective of the promotion.
Being perfectly individual, we didn’t want to give Cooper’s 62 a pre-defined personality. We let the audience define the campaign. At launch, people were asked to submit a swab of their saliva. The swabs were sent to a lab for analysis and the genetic profile of the launch party guests was turned into a visual representation of their real DNA. This became the basis of the campaign and promotion. The ads led people to coopers62.com.au where users could create their own profile for potential use in future ads and their profile became a unique key to events and promotions.

Describe how the promotion developed from concept to implementation
As part of the launch, we sent out Coopers 62 party invitation packs, together with medical swab kits. The used swabs were then sent to a lab for analysis and the genetic profile of the guests was turned into a visual representation of their DNA. This became the basis of the campaign. The campaign led people to coopers62.com.au and a mobile site where they could create a digital version of their profile. The unique profile became an exclusive pass to events and promotions. It also gave people the exclusive chance to see their own profile appear in forthcoming ads.

Describe the success of the promotion with both client and consumer including some quantifiable results
To date, over 7000 Australians have created their own unique profile and have in turn contributed a bit of themselves to the Coopers 62 brand. Over 50% of unique visitors to the site have been motivated to create a profile. Coopers 62 sales have exceeded all expectations. The beer is showing great trade acceptance for distribution. Packaged volume is 23% higher than the previous year; Compared to Coopers other well-established premium lager brand. The grocery channel is currently pulling through approximately 1000 cases of Coopers 62 per week, making it 3rd ranked beer by volume in the entire Cooper’s portfolio.

Explain why the method of promotion was most relevant to the product or service
In 2009, Coopers created their first Pilsner. Coopers 62 looked and tasted different to anything Coopers had created before and this led to the creative strategy ‘The Perfectly Individual Pilsner’. Being perfectly individual, we didn’t want to give Cooper’s 62 a pre-defined personality. So, instead of producing a promotion that reflected the audience, we let the audience define it and they were able to participate in a truly unique promotion. Their DNA profile was as unique as the beer, and became the key to unlocking events and promotions. Including a chance to see their own DNA appear in forthcoming ads.