VB POP UP PUB by Droga5 Sydney for Victoria Bitter

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VB POP UP PUB

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Industry Beers and Ciders
Media Promo & PR
Market Australia
Agency Droga5 Sydney
Director Sam Bryant
Executive Creative Director David Nobay
Copywriter Matty Burton, Cam Blackley
Editor Zen Rosenthal
Released November 2009

Credits & Description

Category: Alcoholic and Non-Alcoholic Drinks
Advertiser: FOSTER'S
Product/Service: BITTER BEER
Agency: DROGA5 AUSTRALIA
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: DROGA5 AUSTRALIA , Sydney, AUSTRALIA
Executive Creative Director: David Nobay (Droga5 Sydney)
Creative Director: Cam Blackley (Droga5 Sydney)
Creative Director: Matty Burton (Droga5 Sydney)
Agency Producer: Paul Johnston (Droga5 Sydney)
Account Manager: Lucy Mcburney (Droga5 Sydney)
Production Producer: Susie Douglas (Luscious International)
Director: Sam Bryant (Luscious International)
Director of Photography: David Knight (Luscious International)
Casting: Natalie Jane Miller (Luscious International)
Editor: Zen Rosenthal (The Editors/Sydney)
Sound Mix: Tone Aston (Nylon Studios/Sydney)
Product Design: E2
Art Director: Matty Burton/Cam Blackley
Copywriter: Matty Burton/Cam Blackley
Media placement: Print - 1 Layout - Cricket Match Program, Inside Cricket Magazine - December 1st 2009
Media placement: Online - Facebook Comps - December 1st 2009
Media placement: Online - Main Website - December 1st 2009
Media placement: Online - Banners - M-Rec And Push Down Strips - December 1st 2009
Media placement: TV - 3 Spots - Cricket Match (AUS Vs West Indies) - December 4th 2009
Media placement: Cricket Signage - Perimetre Signage, Big Screen And Sign Screen - December 4th 2009
Media placement: Radio - 1 Spot - Various - December 4th 2009
Media placement: Advertorial Print - 1 X Layout - FHM, Ralph Magazine, Zoo Magazine - December 4th 2009

Describe the objective of the promotion.
Every year VB beer runs an on-pack summer promotion aimed at men 18+. The objective of the promotion is to convert non-VB drinkers, reinforce positive brand associations with current VB drinkers, stimulate trade support and shift a massive amount of product. It was important that the concept support the brand’s positioning of “Real” and new tagline “The Drinking Beer”. The promotion mechanic was simple. Buy a case of VB and go into the draw to win a Pop Up Pub. The campaign was promoted through TV, online and on pack at liquour stores.But the main aim of the game is to hold floor space within alcohol distribution outlets. It was important that the concept support the brand’s positioning of “Real” and new tagline “The Drinking Beer”.

Describe how the promotion developed from concept to implementation
What better way to put beer into our target market’s hands than to supply them with their very own pub? So we designed a fully portable pub made from wood and steel. No bolts, no screws and easy to put up and pull down. The promotion mechanic was simple. Buy a case of VB and go into the draw to win a Pop Up Pub. The campaign was promoted through TV, online and on pack at liquour stores.

Describe the success of the promotion with both client and consumer including some quantifiable results
The promotion attracted approximately 3000 entries per day, which was 50% more than any previous VB promotion.The design of the VB Pop Up Pub was so good it was shortlisted for an Australian Design Award.Man’s dreams came true.

Explain why the method of promotion was most relevant to the product or service
It’s every Australian man’s dream to own his own pub and as Australia’s biggest beer, we were the only ones who could make this possible. Using the pubs as a physical extension of the brand, we were able to convert other beer drinkers at the point of purchase as well as selling the dream through more traditional channels.