The Brief

Carlton Dry is a young persons' beer, but our drinkers we're getting a bit old, and we needed to reconnect with our 18-24 year old target. Music seemed like the perfect space for us to play in and get their attention, but lots of big brands do it and young people are cynical of them. As a brand we don't take ourselves too seriously, so we needed a promotion that really stood out and championed our brand's personality, and at the same time appealed to a young fickle audience, who are really into their music

Describe how the promotion developed from concept to implementation

We launched a promotion that gave music fans another chance to see their favourite bands after they had missed out on tickets. The idea was 'once it's sold out, you sell out to Carlton Dry beer'. In return for their free tickets, the winners had to attend the gigs dressed in our corporate branded tracksuits with the words 'I sold out to Carlton Dry' on the back. We wanted to get our brand talked about by 18-24 year olds, and have Carlton Dry be in the top 3 beers of choice at Music festivals and venues.

Describe the success of the promotion with both client and consumer including some quantifiable results

In the opening week of the promotion we received 14,000 mentions online. The winners became the centre of attention for the night, not only was it a great brand experience for them, but also as a walking billboards for Carlton Dry beer they helped recruit us 20,000 loyal 18-24 year old Facebook fans. But most importantly, Carlton Dry becoming the No.1 selling beer in all music venues throughout Australia, where we activated the promotion. And we established Carlton Dry beer as a credible sponsor of the music scene and got it back on the radar of a young fickle audience.

Explain why the method of promotion was most relevant to the product or service

The idea of 'selling out' to Carlton Dry beer worked because we acted as a sponsor to a good night for young people, not only did they get to see their favourite bands, but we also made them famous for the night, and our target audience love being the centre of attention. As a big brand it showed that we didn't take ourselves too seriously. And we became the No1 selling beer in all music venues where the campaign was activated, just by flipping the negative of 'selling out' into stupid and successful selling tool for Carlton Dry beer.