|Product / Service||LIQUOR|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||OCTAGON Singapore, SINGAPORE|
|Idea Creation||OCTAGON Singapore, SINGAPORE|
|PR||OCTAGON Singapore, SINGAPORE|
|Production||MILKMONEY Sydney, AUSTRALIA|
|Lizi Hamer||Octagon c/o CMG (S) pte ltd||Regional Creative Director|
No matter where in the world Christmas is celebrated it’s traditionally a period spent with family, friends and good food. The Brits have their turkey. The Japanese have KFC and there’s nothing more Australian on a sunny Christmas day than fresh king prawns. Eromanga is the Australian town furthest from the sea, situated 1,061km from the ocean – that’s over 12 hours drive! We collected half a ton of fresh prawns from Queensland coast and journeyed to Eromanga in a specially repurposed XXXX Gold chilled delivery truck. Having never had fresh prawns in Eromanga we caused quite a stir. The local Mayor brought the community together to raise a toast to the year. The authentic story was captured in all its raw glory and shared with new stations. The story spread like wild fire as the nation fell in love with the heartfelt generous gesture from a brand at Christmas.
We delivered the surprise of half-a-ton of fresh prawns from the Queensland coast to Eromanga just days before Christmas. The refrigerated truck made the 2-day journey, stopping in Chinchilla, Roma and Quilpie sharing the XXXX Gold Prawns along the way. At each stop we rolled out the longest tables and enjoyed community dinners - distributing over 150kgs of fresh prawns in each town. When the XXXX Gold Truck rolled into Eromanga it was to a waiting crowd of 60 locals – not bad for a town with only 40 residents! With the production and PR teams on the road, we were able to deliver our heartfelt story in 24 hours going live across all major news channels and XXXX Gold owned channels on Christmas Eve. The event in rural Australia delivered a positive PR campaign with more than 1 in 3 Aussies witnessing XXXX Golds story.
Tier 1: Prawns Outback created over 275 pieces of earned editorial content across broadcast, print and online with a reach of over 8.5mill beer drinking Aussies – that’s over 1 in 3 Aussies hearing our story. 100% Editorial coverage was positive in sentiment and contained all key messages. 99% Editorial coverage included a visual of the truck and XXXX GOLD branding. The national news stations enjoyed broadcasting our initiative as we spread Christmas cheer enhancing the reputation of XXX Gold. Tier 3: The ship is turning, with research showing results ‘XXXX Gold is a brand for people like me’ not just stopping its decline, but actually climbing 30% after the stunt, their highest brand result on record. XXXX Gold brand health, in heartland Regional Queensland, where are market share had been stolen, enjoyed a positive uplift in spontaneous awareness, 37% increase of respondents seeing XXXX Gold as a brand that ‘Supports the Local Community’. The results not only blew the clients socks off, but did something far more important. We galvanised remote communities who hadn’t come together in years. With jobs drying up faster than the red dirt around them, we delivered prawns and optimism. For that alone, we slept a little more peacefully on 24th December.
XXXX Gold’s Prawns Outback is an exceptional example of a core consumer insight driving a perfectly executed stunt that not only delivered incredible reach but reversed consumer perceptions during a period of serious decline. The stunt gave a deep positive experience to those in rural Australia and the positive PR campaign delivered a stunning heartfelt message to the rest of Australia with over 1 in 3 Aussies witnessing XXXX Golds story.
In order to reclaim the mantel as ‘A beer for people like me’ with our core drinkers we needed to reconnect with our down to earth family oriented audience who loves the simple pleasures in life. Anchored in their community our audience are more suburban and regional than city dewelers with a strong sense of identity. This is an element we took to heart. Why do all the marketing dollars get splashed on the urbanites? This time we planned to change the tables and show generosity to those in the remotest of communities. By connecting with these people, we hoped to reconnect with XXXX Gold drinkers everywhere, ultimately changing perceptions. But telling them to enjoy the good life isn’t good enough. We needed to demonstrate it. Our actions created memories for the locals and captured News channels hunting for a Christmas feel good story.