The media strategy was 1. Excite the cool crowd, 2. Show the rest what we were up to and 3. Engage the trade “Cool Crowd”.We launched at the International design conference - Semi-Permanent, followed with an online seeding strategy within creative communities.Advertorials in street press explained the competition and we distributed the commissioned bags in art, music & fashion stores.Taking it to a wider audience… We tipped the bags onto pages of men’s magazines in combination with advertorials, & extended into online.www.tedcreated.com.au was the hub and included the competition, the artists, a gallery showcasing entries for voting, with a panel of judges to select the best.The competition culminated in an exhibition at the MTV gallery.Trade engagement:The original and winning designs were used in bottleshops. Customers loved them, and it was the first time the brown paper bag had been used as an advertising medium.

The campaign was hugely successful, with every $1 invested generating over $9 of sales in the first 8 weeks alone!

We beat the sales forecast and delivered incremental sales for the brand.Over 2,000 entries, amazingly from 104 different countries, were received, with a new design every 84 minutes. The MTV exhibition to announce the winning design was attended by over 300 people.Over 700,000 bags were used in bottleshops – these were very well received by the trade and consumers, helping extend awareness as the bags were used for sales of all longneck brands.