SPONSOR ME SPRING by TBWA\ Vancouver for OKANAGAN SPRING BREWERY

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SPONSOR ME SPRING

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Industry Beers and Ciders, Business equipment & services, Corporate Image
Media Promo & PR
Market Canada
Agency TBWA\ Vancouver
Creative Director Paul Little
Producer Craig Zarazun
Photographer Johann Wall
Strategic Planner Dario Meli
Released May 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: OKANAGAN SPRING BREWERY
Product/Service: BEER
Agency: TBWA\VANCOUVER
Date of First Appearance: May 11 2009 12:00AM
Entrant Company: TBWA\VANCOUVER, CANADA
Creative Director: Paul Little (Tbwa\vancouver)
Writer/Art Director: Addie Gillespie (Tbwa\vancouver)
Writer/Art Director: Jon Murray (Tbwa\vancouver)
Broadcast Producer: Mike Hasinoff (Tbwa\vancouver)
Production Director: Julian Davis (Tbwa\vancouver)
Producer: Craig Zarazun (Wave Productions)
Strategic Planner: Dario Meli (Invoke)
Photographer: Johann Wall (Johann Wall Photography)
Media placement: Radio campaign - 8 spots - Radio stations, Vancouver and Okanagan areas - May 11, 2009
Media placement: Print ad campaign - 14 ads - Newspapers, Vancouver and Okanagan areas - June 1, 2009
Media placement: Online - Custom microsite - June 1, 2009
Media placement: Billboard campaign - 6 designs - Billboard sites, Vancouver and Okanagan areas - June 7, 2009
Media placement: TSA campaign - 6 designs - TSA sites, Vancouver and Okanagan areas - June 7, 2009

Describe the objective of the promotion.
Okanagan Spring’s beer drinkers are growing older. We needed to reinvigorate the brand and help make it more accessible to a younger audience.

Describe how the promotion developed from concept to implementation
Most major beer companies sponsor large, corporate events. But Okanagan Spring Brewery isn’t a flashy brand and they’re more about being authentic and sharing real moments. They make good beer that friends drink together when they’re hanging out.

Describe the success of the promotion with both client and consumer including some quantifiable results
Sales were up 10% in the first month alone. Because of the success, Okanagan Spring has fundamentally changed the way they dole out sponsorships and are continuing the program indefinitely.

Explain why the method of promotion was most relevant to the product or service
Instead of sponsoring large, corporate events like most major beer companies, we sponsored small, private events – from ping-pong tournaments to deck parties and house boating weekends to nerd extravaganzas – nothing was too small.