|Product / Service||SP LAGER|
|Category||A04. Use of Merchandising/in-Store Experience|
|Entrant||GPY&R Brisbane, AUSTRALIA|
|Entrant Company||GPY&R Brisbane, AUSTRALIA|
|Advertising Agency||GPY&R Brisbane, AUSTRALIA|
|Brendan Greaney||George Patterson Y&R||Executive Creative Director|
|Rob Hudson||George Patterson Y&R||Chief Digital Officer|
|Phil McDonald||George Patterson Y&R||Group Managing Director|
|Shaun Egan||George Patterson Y&R||Senior Art Director|
|Sam Boyd||George Patterson Y&R||Copywriter|
|Kurt Steinke||George Patterson Y&R||Account Executive|
|Ben Coulson||George Patterson Y&R||Chief Creative Officer - ANZ|
|Todd Williams||George Patterson Y&R||Operations Director|
|Michelle Short||George Patterson Y&R||Production Director|
|Kohbe Vela||George Patterson Y&R||Agency Producer|
|Roger Harwood||SP Brewery||Marketing Manager|
|Santi Drane||George Patterson Y&R||Retoucher/Studio Manager|
The SP Cantenna was a promotion created specially for the 2015 Rugby League season in Papua New Guinea, designed to help increase sales of SP Lager beer cartons. It was a gift at purchase promotion, giving customers who buy a carton of SP Lager everything they need to make a high-quality TV antenna out of the carton itself.
SP Lager is Papua New Guinea’s number one favourite beer and main sponsor of PNG’s number one favourite sport – Rugby League. It’s like a religion in PNG, fans never miss a game. In addition, SP Lager is currently under threat from international competitors entering the market. The brief was to help ward off foreign competitors by creating a promotion to help strengthen this relationship between SP Lager and the country's national sport, Rugby League.
The SP Cantenna kits were a hit with PNG’s rugby loving public, selling out within the first 2 weeks of the promotion. This helped upsell customers to a 24-pack (average price 96 Kina or US$35.66), up from the 6-pack price of 27 Kina (US$10.03). This represents an average increase of US$25.63 per transaction. The Cantenna promotion also helped cement SP Lager’s position as PNG’s national beer, achieving a score of 78% against their brand KPI of being ‘A brand that understands PNG people.’ Source: Global Commerce University Study.
Our opportunity presented itself in a problem many customers face. PNG is a mountainous country with poor communications infrastructure. This results in notoriously bad TV reception for people living on the outskirts of town (a majority of the population). So we launched a special promo beer carton at the start of the 2015 Rugby League season to help customers overcome this barrier. The SP Cantenna – a beer carton that turns empty beer cans into a working TV antenna. Beer cans actually make perfect TV antennas. They’re the optimal shape and size and are made from high-quality food-grade aluminium - an excellent signal conductor. Sold at select outlets as a gift with purchase, each carton included an easy-to-assemble kit with everything customers needed to make their own Cantenna. The carton itself even acted as the antenna base, becoming a permanent piece of branded signage in customers homes.