We took a truly integrated approach to bring the Music inspires Art campaign to life and make the connection between our campaign and the Beck's playable bottle. Using a mixture of Outdoor, Digital, Radio and Social Media we brought both Ghost Wave and the Playable bottle to the world whilst keeping the product at the center of the campaign. Radio and Outdoor created reach whilst we established in depth connections with audiences through digital and social. Events connected our audience to the project and the playable bottle during times they were able to be enjoying the beer. Online video content was a key part, bringing both the bottle and the overall campaign to life, taking the audience along the journey of not only Ghost Wave and the art label project, but the creation and execution of the playable bottle, even if they couldn't be there to witness it.

Damian engaged. Most importantly he bought more Beck’s than ever before during the campaign period. Whilst the total beer market regained a little momentum to record 1.7% volume increase, we were up by 39.5% vs the same campaign period year prior.

We dramatically improved the brand scores, Adorers went from less than 1% to 4%, buyers went from 15% to 26%.

During the campaign Beck’s became synonymous with music and we had keywords like Beck's Edison Bottle, Bottle Player, Bottle Phonograph, Edisonbottle trending on Twitter.

Finally, every dollar spent on media returned $10.65.