Kokanee Beer Promo THE MOVIE OUT HERE, 2 by Grip Limited

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Industry Beers and Ciders
Media Promo & PR
Market Canada
Agency Grip Limited
Director David Hicks
Creative Director Scott Dube, Randy Stein
Art Director Catherine Allen
Copywriter Ian Simpson
Designer Andy Slater
Editor Griff Henderson
Released May 2013

Credits & Description

Category: Alcoholic Drinks
Advertising campaign: THE MOVIE OUT HERE
Designer: Andy Slater (Grip Limited)
Director: David Hicks (Sons and Daughters)
Account Manager: Brendon Sargent (Grip Limited)
Art Director: Catherine Allen (Grip Limited)
Screenwriter: David Chiavegato (Grip Limited)
Interactive Art Director: Joel Holtby (Grip Limited)
Agency Producer: Laurie Maxwell (Grip Limited)
Account Director: Martin McClorey (Grip Limited)
Account Coordinator : Matthew Yip (Grip Limited )
Interactive Copywriter: Naeem Ghafari (Grip Limited)
Screenwriter: Rich Pryce-Jones (Grip Limited)
Creative Director: Scott Dube (Grip Limited)
Interactive Producer: Todd Harrison (Grip Limited)
Interactive Developer: Zack Ginies (Grip Limited)
Editor: Griff Henderson (Poster Boy)
Client Services Director: John Miller (Grip Limited)
Director of Technology: Justin Krinke (Grip Limited)
Creative Director: Randy Stein (Grip Limited)
Interactive Developer: Hanna Chen (Grip Limited)
Interactive Art Director: Hiten Patel (Grip Limited)
Copywriter: Ian Simpson (Grip Limited)
Director of Technology: Justin Krinke (Grip Limited)

The campaign has surpassed all targets. Brand health scores were above target by 21%, and market share has surpassed plan by 6%. In addition fan acquisition and fan engagement metrics surpassed all expectations by 152% and 3,163% respectively. And during the week of the release, our IMDb rank was in the top 1% out of over 1.8 million titles on the IMDb site. Most importantly, our fans loved the movie. In our largest market, Vancouver, The Movie Out Here ranked 4th out of 12 movies on opening weekend, beating out many other high-budget blockbusters. It was also the #1 new release and #1 comedy.

Kokanee has a narrative that has been a part of the brand for over 25 years. This narrative revolves around Sasquatch and has often been leveraged to engage consumers in unconventional ways in the past. This narrative lent itself perfectly to a longer format medium like a movie. In addition, the promotional ideas that were activated were a perfect fit for everywhere the brand wanted to speak to consumers (From mass advertising to promotions online, in bars and in-case).Consumers could literally participate in this movie from every possible place they could interact with the brand.

The big idea was to create a 90-minute movie to be released in theatres that our fans would participate in. Fans could audition for a role in the movie, submit props, enter a song for the soundtrack or vote for their favourite bar as a key location. They could also add their name to the end credits.A series of promotions were created to facilitate this participation. And once the movie was filmed, another layer of promotions were activated including contests to win tickets to the premiere, and special cans that gave consumers access to exclusive movie footage and trailers. Our goal was to increase brand health and brand share. And, of course, create a great movie.

Client Brief Or Objective
Kokanee is a Western Canadian beer brand with a history of engaging consumers in unconventional ways. But people expect the unexpected from Kokanee, so we needed to engage them in a way that had never been done before. Ever.The campaign set out to engage Western Canadians (mostly males aged 19-34) to be a part of something big. We knew we’d engage our hard-core loyalists, but we wanted to reach beyond our core fans.We needed a BIG idea that would engage people like no other campaign before it.