Tooheys: BEER ECONOMY

Credits & Description:

Type of entry: Titanium and Integrated
Advertiser: LION NATHAN AUSTRALIA
Product/Service: TOOHEY'S BEER
Agency: SAATCHI & SAATCHI Sydney, AUSTRALIA
Executive Creative Director: Steve Back (Saatchi & Saatchi)
Creative Director: Dave Bowman (Saatchi & Saatchi)
Copywriter: John McKelvey (Saatchi & Saatchi)
Copywriter: James Ross-Edwards (Saatchi & Saatchi)
Art Director: Peter Galmes (Saatchi & Saatchi)
Agency Producer: Jules Jackson (Saatchi & Saatchi)
Director: Justin Kurzel (Cherub Pictures)
Producer: Michelle Bennett (Cherub Pictures)
Director of Photography: Adam Arkapaw (Cherub Pictures)
Planner: Neal Fairfield (Saatchi & Saatchi)
Group Business Director: Alex Carr (Saatchi & Saatchi)
Business Director: Chris Yong (Saatchi & Saatchi)
Account Manager: James Tracey-Inglis (Saatchi & Saatchi)
Account Executive: Brendan Swansborough (Saatchi & Saatchi)
Editor: Gabriel Muir ()
Sound Design: Simon Lister (Nylon Studios)
Post Production: (Definition Films)
Animation: (Oktober)
Voice-over: Sean Lynch ()
Producer - print: Jeremy De Villiers (Saatchi & Saatchi)
Describe the campaign/entry:
This integrated campaign spawned from an indisputable truth: beer is constantly used as a currency in Australia. When the world economy crapped itself, The Beer Economy boomed. So we made Tooheys New the Official Currency of The Beer Economy.
Give some idea of how successful this campaign/entry was with both client and consumer:
A phenomenal 11 million litres sold and an increase in market share worth $22.1 million (AUD) in the first month. The biggest increase in years. And best of all, The Beer Economy is booming.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
1. We launched the first ever Beer Economy price guide via TV, radio and web.
2. We then used out 'Accepted Here' sticker to advertise in a space only ever used for forms of payment.
3. We created an online beer calculator, so blokes new what to charge.
4. We created 'IOU coasters' for pubs nationwide, to keep each other honest.
5. We created template posters, to help people earn their own beer.
6. We built real-life installations to graph Beer Economy spending, publishing the findings as nationwide print executions.
6. The brewery will inject a nationwide stimulus package. Throughout 2010, a team will travel the country lending a hand in communities.
All workers will be paid in beer.