|Title||THE BIG SLAB|
|Brand||BALTER BREWING COMPANY|
|Product / Service||BALTER BEER|
|Category||G01. Local Brand|
|Entrant||BALTER BREWING COMPANY Currumbin Waters, AUSTRALIA|
|Idea Creation||DELOITTE DIGITAL Melbourne, AUSTRALIA|
|Production||COLLECTIVE-DIGITAL Surfers Paradise, AUSTRALIA|
|Adrian Mills||Deloitte Digital||Creative, Brand & Advertising Partner|
|Matt Lawson||Deloitte Digital||Chief Creative Officer & Partner|
|Charles Baylis||Deloitte Digital||Executive Creative Director|
|Rob Weir||Deloitte Digital||Head of Motion and Production|
|Stirling Howland||Balter Brewing Company||Brand Director & Co Founder|
|Lach Goldsworthy||Balter Brewing Company||Graphic Designer|
|Ben Trueman||Balter Brewing Company||Marketing Co-ordinator|
|Mike Calvino||Collective Digital||Director|
|Jamie Brooks||Collective Digital||Producer|
|Jamie Brooks||Collective Digital||Director Of Photography|
This is a great example of how we can reframe the brand experience if we look at things a different way. In this idea we didn't see the billboard as a space to place an advertisement on. We decided to make the media space intrinsic to the idea. And by doing that The Balter Big Slab did actually become a tourist experience. It even made the evening news! Hundreds of Aussies knowingly went to what was really just a billboard site with some fencing in front of it, to be part of the joke.
Balter XPA is Australia’s favourite craft beer. But in an effort to go mainstream they needed to solve one problem: Not enough Australians knew that it even was a beer. XPA?
For this campaign, we had just enough money to buy one billboard. But funnily enough, when you look at that one billboard in the right way, it's exactly the same dimensions as a carton of Balter XPA beers.
So, using our one single billboard, we made Balter XPA synonymous with being beer all across Queensland, with the introduction of the Balter Big Slab. A tongue-in-cheek ‘Big Thing’ tourist attraction where the joke was that it was clearly just a billboard, that just happened to be the shape of the slab. Yes, that sounds simple, but it really is a simple idea. The funny thing about it is that no-one had looked at a billboard and realised it's the same shape as a carton of beer.
Now, the truth about big Aussie tourist attractions is that they're a great place to get both funny selfies and over the top souvenirs. So we decided to encourage selfies and drive sales of merchandise (to give to charity). Then we PR'd it. Then we offered free "Mini Big Slabs" to the first 100 people who took a selfie. And the internet took it from there.
We actually succeeded in turning this one, ugly, empty billboard into tourist attraction. Without transforming it at all. People actually visited it. And that made a lot of Aussies laugh. - Year on year sales up 92%. - Campaign reached 2.49 million people - Campaign investment only $45,000
Balter is a local Queensland Brewery based on the Gold Coast. Their number one beer is called XPA, but people really don't have a clue what XPA stands for. So we wanted to teach the locals that an XPA is actually a beer. The Big Slab billboard is just down the road from the brewery!