Boag's Premium: "BOAG'S PREMIUM CASES" Marketing directo hecho por Publicis Mojo

Category: Ambient Media & Print Collateral, Non-Mail (Small Scale)
Advertiser: LION NATHAN
Product/Service: JAMES BOAG'S PREMIUM BEER
Agency: PUBLICIS MOJO
Date of First Appearance: Nov 16 2009 12:00AM
Entrant Company: PUBLICIS MOJO , Sydney, AUSTRALIA
Creative Director: Micah (Walker)
Art Director: Ruth (Bellotti)
Copywriter: Justine (Armour)
Design: (Energi)
Media placement: Packaging - On Premise - November 16th 2009

Describe the brief/objective of the direct campaign.
Our task was to capture drinkers who regularly buy standard beers, but trade-up to premium beers for special occasions such as Christmas, Father’s Day and other holidays. Our competitor, a top selling lager in Australia, all but owned the special-occasion space. We wanted to change that.

Explain why the creative execution was relevant to the product or service.

The personalised case embellishments spoke to the consumer at the point of purchase during the category’s strongest selling period of the year, adding value to a premium brand rather than cheapening it in the way a price promotion would. And at a time of year when our consumers are time-poor, the promotion asked nothing of the drinker. It embraced the spirit of the season, and gave something instead.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was Boag’s Premium Personalised Cases. Buyers of the beer could select from a range of celebration-themed case embellishments that could be attached to the existing packaging. Now, a case of James Boag’s became a case of ‘It’s a Boy!’ or ‘Nice One Dave’. The boxes became something of a greeting in themselves – and connected Boag’s very directly to the celebration occasion.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Premium (now known as ‘Goodbye ’09’) was a sell-out, becoming the highest selling local premium beer in Australia for the ’09 Christmas/New Year period. Added to that, we’ve opened up endless opportunities to re-brand James Boag’s for the good times. ‘Happy Divorce’, ‘Thanks For The Kidney’ and ‘Hey, Nice Award’ coming soon.