Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: SOUTH AFRICAN BREWERIES
Product/Service: CARLING BLACK LABEL
Agency: OGILVY CAPE TOWN
Executive Creative Director: Chris Gotz (Ogilvy Cape Town)
Creative Director: Jonathan Lang (Ogilvy Cape Town)
Creative Director: Tommy Le Roux (Ogilvy Cape Town)
Copywriter: Logan Broadley (Ogilvy Cape Town)
Art Director: Benjamin de Villiers (Ogilvy Cape Town)
Business Director: Luca Gallarelli (Ogilvy Cape Town)
Account Director: Paul Grater (Ogilvy Cape Town)
Account Manager: Jamie Curtis (Ogilvy Cape Town)
Digital Designer: Alex Van Niekerk (Ogilvy Cape Town)
PR Account Executive: Olivier Waterkyn (Ogilvy Cape Town)
PR Account Director: Adele Kruger (Ogilvy Cape Town)
Editor: Ian Schuter (Platypus Productions)
Editor: Ric Shields (Platypus Prodcutions)
Media placement: Online - Online petition, bloggers, new sites - 1 October 2011
Media placement: Social Media - Facebook, Twitter and YouTube - 1 October 2011
Media placement: Public Relations - Popular Cape Town Blogs - 1 October 2011
Media placement: Activation - Cape Town streets and bars - 1 October 2011
Media placement: POS - Cape Town bars - 1 October 2011
Media placement: Experiential - Rocking the Daisies Festival - 7 October 2011
Describe the objective of the promotion.
Our client, Carling Black Label Beer, was 1 of 20 brands sponsoring an upcoming music festival in the South African town of Darling. Our job was to create a promotion that would help our client stand out from all the other sponsors, get people at the festival drinking Carling Black Label and maximise engagement with consumers during the festival and leading up to it.
Describe how the promotion developed from concept to implementation.
We wanted to engage with festival goers on a deeper level and get them drinking Carling Black Label at the festival. Our concept was to get consumers to help us change the name of Darling, to Carling.
We created a website where people could go sign an online petition to change the name of the town. We promised that, with enough votes, we would take a formal petition to Darling and get the town officially renamed – for the festival.
The campaign was driven online by social media, local bands and bloggers, PR and physically campaigning in and around Cape Town.
Explain why the method of promotion was most relevant to the product or service.
Alcohol brands often sponsor music festivals. People like to drink alcohol while watching live music, so the two go together naturally.
But most brands don’t take advantage of this opportunity to engage with consumers. Our execution, however, directly engaged with our consumers at the event and in the build up to it.
Our execution was even more relevant to Carling Black Label, because it reflected the brand proposition of effort leading to reward. Consumers took the effort to sign the petition and were rewarded with a weekend in a town named after South Africa’s favourite beer.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We engaged with thousands of people attending the festival weeks before the event.
Carling Black Label appeared to be the brand hosting the festival.
Over 12 000 people went to Rocking the Daisies 2011 knowing that this year it wasn’t in Darling, it was in Carling.
On the weekend of the festival, Carling Black Label outsold all other beer brands combined by over 800%.
We officially renamed a South African town for a weekend.