RAISE A GLASS

TitleRAISE A GLASS
BrandCARLTON & UNITED BREWERIES
Product / ServiceVICTORIA BITTER
CategoryA06. Best Use of Other Digital Platforms in a Direct Campaign
EntrantCLEMENGER BBDO MELBOURNE, AUSTRALIA
Entrant Company CLEMENGER BBDO MELBOURNE, AUSTRALIA
Advertising Agency CLEMENGER BBDO MELBOURNE, AUSTRALIA

Credits

Name Company Position
Michael Derepas Clemenger Bbdo Melbourne Strategic Planner
Guilty Production Company
Hothouse Digital - Technical Build
Nigel Dunn Clemenger Bbdo Melbourne System Administrator
Sunny Sehgal Clemenger Bbdo Melbourne Test Manager
Nicole Shuttleworth Clemenger Bbdo Melbourne Senior Interactive Designer
Celia Karl Clemenger Bbdo Melbourne Interactive Producer
Dan Zabinskas Clemenger Bbdo Melbourne Technical Director
Giselle Tooth Clemenger Bbdo Melbourne Account Executive
Georgia Field Clemenger Bbdo Melbourne Account Manager
John Meagher Clemenger Bbdo Melbourne Account Director
Simon Lamplough Clemenger Bbdo Melbourne Client Services Director
Paul Mcmillan Clemenger Bbdo Melbourne Managing Partner
Ben Couzens Clemenger Bbdo Melbourne Art Director
Jim Ingram Clemenger Bbdo Melbourne Copywriter
Sonia Von Bibra Clemenger Bbdo Melbourne Executive Producer (Agency)
Ben Couzens Clemenger Bbdo Melbourne Creative Director
Jim Ingram Clemenger Bbdo Melbourne Creative Director
Ant Keogh Clemenger Bbdo Melbourne Executive Creative Director
James Mcgrath Clemenger Bbdo Melbourne Creative Chairman

The Brief

ANZAC Day is an Australian National Holiday to honor the men and women who have lost their lives in war. On this day every year, hundreds of remembrance services are held at dawn. But as the years go by, the Dawn Service is fast losing relevance to the younger generation, who use the day as just another holiday and an excuse to get drunk. Victoria Bitter, a beer brand foundered on the values of integrity and respect, decided it was time something was done to ensure the day never loses its relevance.

Creative Execution

For the last 5 years Victoria Bitter has supported ANZAC Day by contributing $1Million each year to Legacy and the Returned Services League. However this year, the aim was to encourage Australians to actually do something to show their respect.

Describe the creative solution to the brief/objective.

A Dawn Service Wake Up service was created to literally drag people out of bed at dawn on ANZAC Day. For the first time ever the details of all 900+ services were collated and housed on a mobile phone platform. Here people could simply find the service closest to them and save all the details directly to their phone’s calendar. From there they booked wake up call where the former General of the Australian Defence Force, General Peter Cosgrove, would phone them to get them out of bed.

Results

In just one month the project received 62,854 total visits, with 315,847 page views. From this, 44,486 people searched for a Dawn Service in their local area and 15,113 of them booked a Dawn Service Wake Up Call. This resulted in this year’s Dawn Service becoming the most attended in ANZAC Day history.