HAHN SUPER DRY 'THE BEER FACTOR'

TitleHAHN SUPER DRY 'THE BEER FACTOR'
ClientLION
Product/ServiceHAHN SUPER DRY BEER
CategoryA02. Best Non-Fiction Program, Series or Film where a client has successfully created a reality, documentary or light entertainment show around a product(s) or brand(s)
EntrantZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA
Contributing Company NINE ENTERTAINMENT CO. Sydney, AUSTRALIA
Contributing Company 2 NINEMSN Sydney, AUSTRALIA
Entrant Company ZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA
Media Agency ZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA

The Campaign

Hahn Super Dry has established its place in the market as a brand with a collaborative pioneering spirit by pushing the boundaries in beer development. This distinguishes Hahn from the category and in 2012 we wanted to demonstrate to consumers how this pioneering approach was not just about creating better beers, but better beer experiences. We knew we needed to do something different from the traditional approach of spot advertising on TV combined with large format outdoor and digital. To increase brand perception likeability and motivate consumers to consider Hahn Super Dry more readily as part of their beer repertoire, we needed to come up with something that no other alcohol brand in the country was doing. Branded content is traditionally a challenging route for Alcohol advertisers particularly given the far reaching restrictions imposed by the ABAC (Australian Board of Advertisers Code).

Results

Partnering solely with Nine Entertainment Group, TV was chosen as the lead media channel to reach a mass audience through Nine’s multiple FTA channels. This was supported by online and magazine. Inspired by The Inventors and Dragons Den, The Beer Factor series challenged beer drinking inventors and inventive beer drinkers to come up with ways to make beer drinking even better. To launch, we created an educational and entertaining short film to run in solus ad breaks on Nine. Beginning with a short history on Hahn’s heritage in pioneering ways to improve the beer drinking experience, it moved into specific messaging around everyday beer drinking predicaments. Introducing the show’s host, comedian Tom Gleeson, the film ended with a call for viewers to submit their beer drinking conundrums to Hahn.com.au. Next we created a 30” promotional TVC featuring Tom calling for pioneering beer invention submissions through www.thebeerfactor.com.au. We created 5 x 30 minute Beer Factor episodes, debuting on GO! Then repeated on Nine. Selected inventors unveiled their beer inventions to a studio audience, the beer-expert panel consisting of an inventor, a comedian and Hahn’s head of innovation, and the home audience. A pre-shot section called “Beer Predicaments” solved viewer problems from the short film CTA with a humorous invention. These were cut into short form formats for social sharing. Each show’s winner was entered into the grand final, with the eventual winning invention announced across NEC’s assets, including a specially created 30” TVC, advertorial and online. All content created was shared through digital environments including YouTube, Facebook, Twitter and Hahn’s Pioneering Beering website. We also leveraged Hahn's relationship with the Australian national rugby union team 'The Wallabies' by getting them to spread the word about the show across their fan network since they appeared in an episode of the show.

The Hahn Superdry bulls-eye audience are known as Beer Progressives. They are open minded to new ways of thinking and inspired by the energy and possibilities of a fresh approach. 3 key insights defined our strategy: • Our audience love to talk about beer but Hahn was not a part of the conversation • Their content preferences are grounded in irreverent humour, “invention” and “how to” (think Dragons Den, New Inventors and Mythbusters) • The talent show phenomenon was sweeping the world and was met with slight disdain by our discerning, progressive audience Based on these insight the “The Beer Factor” TV series was born. The ultimate talent show for beer inventors focused pioneering the beer experience.

We celebrated, and stayed true to, the collaborative nature of this campaign in every piece of content we created, from the 3 x TVCs and supporting media, to the 5 part show on Nine and GO! The Hahn short film reached over 1m of Hahn’s audience of men 18-39, and a quantitative tracking program focussing on traditional brand health metrics proved it generated above benchmark scores for positive brand perception, likeability, purchase intent and recommendation across key targets. The Beer Factor reached a cumulative audience of 1.1m people, with the final episode winning its timeslot among total people. The final episode peaked with total people 182k and 63k Men 18-39 in Hahn’s target Audience on Nine – winning its timeslot among total people! Importantly our Neuro research indicated that audiences were engaged throughout the entire program (scoring 0.7 plus), particularly the Beer predicament segment which contained the most Hahn branding. Brand image scores doubled against: • “Is a pioneering Beer” • “Is a beer for contemporary Australians” Proving that Hahn has now cemented its position as the leading innovative beer brand in Australia.

Credits

Name Company Position
Sarah Reynolds Newcast Sponsorship Director
Vicki Connerty Newcast Head Of Newcast
Ciaran Challis Zenithoptimedia Group Director
Matt Gower Zenithoptimedia Business Director