Title | RAISE A GLASS |
Brand | CARLTON & UNITED BREWERIES |
Product / Service | VICTORIA BITTER |
Category | A06. Best Use of Other Digital Platforms in a Direct Campaign |
Entrant | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
Entrant Company | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
Advertising Agency | CLEMENGER BBDO MELBOURNE, AUSTRALIA |
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 |
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.
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.
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.
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.