Newcastle Brown Ale Case study THE BEST COASTER IN THE WORLD [video] Droga5 New York

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THE BEST COASTER IN THE WORLD [video]

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Sector Cerveza
Media Case study
Mercado Estados Unidos
Agencia Droga5 New York
Executive Creative Director Nik Studzinski, Ted Royer
Art Director Petter Hernmarck
Copywriter Erik Hogfeldt
Publicado octubre 2012

Creditos y descripciones

Advertiser: HEINEKEN USA
Agency: DROGA5
Category: Alcoholic Drinks
Advertising campaign: THE BEST COASTER IN THE WORLD
Developer: Doug Pfeffer (Droga5)
Print Studio Artist: Chris Thomas (Droga5)
Print Producer: Jeannie O'toole (Droga5)
Digital Strategist: Nick Maschmeyer (Droga5)
Art Director: Petter Hernmarck (Droga5)
Executive Creative Director: Nik Studzinski (Droga5)
Print Studio Artist: Adrian Patino (Droga5)
Account Manager: Brett Schneider (Droga5)
Creative Chairman: David Droga (Droga5)
Copywriter: Erik Hogfeldt (Droga5)
Developer: Fran Devinney (Droga5)
Account Director: Lauren Solomon (Droga5)
Head Of Integrated Production: Sally-Ann Dale (Droga5)
Retoucher: Jenni Leaver (Droga5)
Executive Creative Director: Ted Royer (Droga5)
Client Brief Or Objective
The beer category is full of innovations. Sure, these innovations might seem like a clever way of selling more beer, but they're actually nothing but marketing tricks.
Outcome
The Best Coaster in the World cost Newcastle close to nothing to make. And thus far, it has built a solid social following in over 10 social media channels, been featured in magazines like Fast Company and generated over 10 million media impressions. Now it’s getting rolled out in bars across America. When comparing the investment with the campaign’s CPM, it’s the most successful campaign Newcastle has ever run.hold
Implementation
The beer category is full of innovations. Sure, these innovations might seem like a clever way of selling more beer, but they're actually nothing but marketing tricks. That’s why Newcastle decided to call bollocks on the category by out-innovating them all. We introduced The Best Coaster in the World, the first coaster with a social media presence. Find it, put your beer on it, enter its mobile platform and follow it online. We launched the coaster at SXSW and projected that one in ten people would go online to explore its features. If proven successful, we’d distribute it to bars across America.
Relevancy
Newcastle is known to tell the brutal, honest truth by calling out bollocks on the beer category. Naturally, beer innovation was the next step. And we succeeded, by reinventing an object already present in bars around the world. For the first time, we gave coasters a bigger purpose than just protecting tabletops. Silly, we know. But we made our point.