| Title | HOW WE LAUNCHED A NEW BEER, WITHOUT A BEER |
| Brand | CASELLA |
| Product / Service | ARVO |
| Entrant | ANALOGFOLK Sydney, AUSTRALIA |
| Entrant Company: | ANALOGFOLK Sydney, AUSTRALIA |
| Advertising Agency: | ANALOGFOLK Sydney, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Matt Grogan | Analogfolk | Creative Director |
| Matt Robinson | Analogfolk | Md/Planning Director |
| Peter Vahaviolos | Analogfolk | Lead Creative Technologist |
| Larissa Best | Analogfolk | Client Partner |
| Ronit Ambarchi | Analogfolk | Senior Producer |
| Anton Posa | Analogfolk | Copywriter |
| John Jordan | Analogfolk | Art Director |
| Chris Jeffree | Analogfolk | Designer |
| Sophie Broad | Analogfolk | Community Manager |
| Marina Younger | Analogfolk | Associate Producer |
| Jo Yates | Analogfolk | Senior Producer |
| Tim Bishop | Analogfolk | Creative |
| George Marsden | Analogfolk | Designer |
| FutureBrand | FutureBrand | Brand Identity and Positioning |
| Engine | Engine | Film Production |
| Pearman Media | Pearman Media | Media buying |
| Premium Media | Premium Media | Event production launch |
| Soup | Soup | Recuitment of social influencers |
This is the story of Australia's first crowd-brewed beer. We went on a mission to find what made beer perfect to drink and bottle it. Part research project, part mobile game, part brewing brief - The Perfect Lager Project gave birth to not one, but two potentially perfect lagers delivered in a unique 'split case' so beer drinkers could try both beers. However, there can only be one perfect beer, so we handed the decision over to the experts - the public. When the results are in, the losing beer will be discontinued and Australia will have its champion.
Almost 10% of the annual target ‘pre-sold’ before the beer had even launched. Top 30 iPhone app in iTunes Australia by downloads. Almost 10M earned media reach. Over 1M fans and friends of fans reached via social media channels. Almost 800 beer ratings were collected from the app and almost 10,000 data points were given to Casella Brewers for analysis. Call to arms video received over 50,000 organic views on YouTube. Over 30 different publications wrote about the launch.
We recruited highly social influencers to trial the app and generate buzz around Australia’s first ever crowd-brewed beer. Then, we created a call to arms video, encouraging our influencers and their friends to download an iphone app. To find out about our savy target liked to enjoy their beers, we created an iPhone app that let people rate their beer experiences as they happened. A website was also created to house the project’s content. The project was picked up by national media publications, which exposed the campaign to 10M Australians. We handed 100,000 data points over to Casella’s master brewers who worked their magic and produced two potentially perfect lagers. We then launched limited edition packaging, split down the middle with 2 potentially perfect lagers in every pack. Finally we asked Australia to decide on their favourite. Because there can only be one perfect lager.