Agency Network: 
June 2009
Carlton:  Cup
Carlton Ambient Ad -  Cup

Also From This Campaign 2


After Carlton Draught’s success with the “Big Ad” (which featured thousands of men in robes running around a field carrying beer), we were asked to create an interactive promotion, which leveraged this imagery.

We devised a national media event to rival the famous Melbourne Cup Horse Race. Our team negotiated with the Spring Racing Board to stage a tongue-in-cheek race during what is considered a prestigious horse racing carnival. “The Carlton Draught Plastic Cup” was created. A televised event, 18 contestants competed for $100,000 first place prize money. They were disqualified if they finished the race with less than 200ml of beer in their plastic cup. Held on the home-straight, it has become the largest prize for any foot race in Australia.

4,469 participating outlets 14,611 entries Sales +6% vs. previous year Sales +11% vs. Sept ‘07. Free media support Radio $250k TV $3.2m+ Due to its wide appeal, the race has become an annual part of the Melbourne Spring Racing Carnival.

Why the method of promotion was most relevant to the product:
Carlton Draught is the sponsor of the Spring Racing Carnival. We hijacked the event, which our target audience was already attending, and leveraged the brand’s values: being real and down to earth. The target market was 18–40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Promoted on in-store posters, cartons, the web and television, the campaign also received $3.5m in free TV & radio media support. Contestants entered using an SMS code found on Carlton Draught cartons. Qualifiers won a place in the race and the chance to win the $100,000.

Ambient advertisement created by BBDO, Australia for Carlton, within the category: Alcoholic Drinks.

Advertising Agency: Clemenger BBDO, Melbourne, Australia
2nd Sales Promotion / Advertising Agency: CSM Melbourne, Australia
Executive Creative Director: James Mcgrath
Creative Director / Copywriter: Ant Keogh
Creative Director / Art Director: Grant Rutherford
Creative Director / Art Director: CSM Melbourne
Copywriter: CSM Melbourne
Agency Producer: Karolina Bozajkosvka
Director / Director Of Photography / Editor: Jonnie Morris, Prime Cuts
Sound Engineer: Paul Le Couteur, Flagstaff Studios
Photographer: Chris Budgeon, Chris Budgeon Photography
Group Account Director: Paul Mcmillan,Clemenger BBDO Melbourne
Account Director: Phil Baker
Log in to post comments
Guest's picture

Do you really think people will read all that?

Featured Content

Latest Collections

Campaign Submission
Upload Your Work
Get Featured on AotW
Submit Now