The campaign was aimed at introducing a new beer into a saturated Australian market, and it did so by getting the Aussies involved. The agencies created a mobile app that gathered information about the beers Australians chose to drink and where they drank them. More than 8,000 Australians voted, providing more than 100,000 data points which were given to the Casella master brewers, who then produced two potentially perfect lagers.
The project was picked up by national media publications, which exposed the campaign to 10 million Australians.
The two beers, Arvo 34 and Arvo 51 (named after the time Australians most like drinking their beer—the afternoon), were launched in cases and 6-packs split 50/50 between the two brews. Voting is currently going on to see which of the two is the nation’s favourite, after which, the losing beer will be retired. In early August, Arvo 51 was in the lead with 51 per cent of the vote.
AnalogFolk also did the media planning; buying was handled by Pearman.
In second place in the IAB competition was Whybin TBWA Tequlia with its Beat Suite campaign for Red Bull, which began as a live mix tape-style concert. The music from the one-off concert was sampled to translate to the sound of your tweets, creating Beat Suite Tweets, a website that turned tweets into beats.
Amnesia was awarded third place for its successful Australia Post - Postcards App campaign, an app that allowed users to send tailored, individual postcards from their iPhones.
"The line between digital as a marketing tool and as an inherent part of the business product offering is continuing to blur even more,” commented Mike Zeederberg, managing director of Zuni and Chair of Judges. “Two of the three winners this round illustrate just how digital agencies are now working with clients to evolve business models rather than simply sell existing products."