Brand Experience and Activation > Product & Service
DROGA5 AUSTRALIA , Sydney / FOSTER'S / 2010
Overview
Credits
ClientBriefOrObjective
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”.
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.
Outcome
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.
Relevancy
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.
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