J. Most effective use of branded content

Silver
CAMPAIGN
James Boag's Greatest Cup Never Run
AGENCY
Momentum Worldwide Australia
CLIENT
Lion Nathan
BRAND
Boag's Draught
OBJECTIVES

Boag's Draught is a challenger brand competing for share in the highly competitive Australian mainstream beer market at a time when that market is in decline for the first time in 15 years. This campaign was its opportunity to maintain volume and gain valuable national brand exposure via its association with the Melbourne Cup.

STRATEGY

Instead of just building the campaign around the 150th Melbourne Cup celebrations, Momentum Worldwide Australia and Boag's Draught created history. 'The Greatest Cup Never Run' brought back 24 legendary horses from the last 149 years of the Melbourne Cup for one epic race and sought to answer the question: 'Who is the greatest Melbourne Cup winner of all time?' Partnering with the Victoria Racing Club and Channel 7 (the official broadcaster of the Melbourne Cup) they created a unique virtual race using the latest CGI animation technology. Consumers across Australia who purchased Boag's Draught received trifectas under promotional bottle caps for their chance to win a share of $150,000 prize money. The primary target market was 25-40 year old mainstream beer drinkers with a secondary target of horse racing fans and general consumers interested in big Australian sporting events such as the Melbourne Cup. The campaign was activated nationally with upweighted support in Victoria, the home state of the Melbourne Cup.

RESULT

During the campaign period sales of Boag's Draught Pack and Boag's Draught Tap were both up considerably on the same period in 2009.

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