Tasked with developing a true 360º campaign utilising multiple touchpoints to raise awareness of Tooheys New’s Wallabies sponsorship [Australia’s rugby team] by more than 45% & bring Australians together in support of the Wallabies.The campaign builds on the notion of teamwork that has been the cornerstone of the brand’s recent communications, to express & actively involve people in the magic that can be created when the community comes together. Primary target – Guys in their 20’s/30’s who enjoy a few cold Aussie beers with their mates. Secondary market – all consumers who have an interest in Australians performing on the world stage.

The key insight was that when Australia competes on the world stage we unite and join in to show our support, do our bit and play a role. The rallying cry of ‘Australians All – Let’s Make History’ invited Wallabies fans online to unite together in a world record photo-mosaic.

This mosaic brought the brand and sponsorship’s core attributes to life – bringing people together for the love of beer and the Wallabies - in a multi-disciplined program which included packaging, POS, interactive and standard outdoor, print, TVC, on-line advertising - all centred around a dedicated campaign website.Please review www.tooheysnewworldrecord.com.au/showcase