The Campaign

Following on from the success of the previous campaign, which had a strong user generated component, we wanted to create something that would both engage and inspire the target audience (men 20 - 30). A 'Dry Dream' is a phrase we coined to describe the type of ideas that you have at two in the morning after a few beers. Flashes of inspired stupidity that usually vanish into the ether - often for good reason. We thought: 'Wouldn't it be great to convert one of these crazy ideas from fantasy to reality, to make one 'for real''. So we created three TV/viral spots - designed to feel like viral videos - to communicate the type of 'Dry Dreams' that could potentially win the promotion.We also created 'making of' clips as well as a website where ideas could be uploaded as videos, drawings/plans or descriptions.

Success of the Campaign

Given that there are around 800 000 Australian men aged between 20 and 30 the response was outstanding. In the first six weeks the campaign had 400 000 veiws on YouTube, the website had over 104 000 unique veiws. The average time spent on the site was over 5 minutes and over 58 000 consumers entered thier Dry Dreams. Carlton Dry is now Australia's fastest growing regular (non boutique) beer brand.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

TV, viral and the website all launched at the same time.