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.
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