OKANAGAN SPRING BREWERY: SPONSOR ME SPRING

Credits & Description:

Category: Sponsorship or Partnership Campaigns

Advertiser: OKANAGAN SPRING BREWERY

Product/Service: BEER

Agency: TBWA\VANCOUVER

Date of First Appearance: May 11 2009 12:00AM

Entrant Company: TBWA\VANCOUVER, CANADA

Creative Director: Paul Little (Tbwa\vancouver)

Writer/Art Director: Addie Gillespie (Tbwa\vancouver)

Writer/Art Director: Jon Murray (Tbwa\vancouver)

Broadcast Producer: Mike Hasinoff (Tbwa\vancouver)

Production Director: Julian Davis (Tbwa\vancouver)

Producer: Craig Zarazun (Wave Productions)

Strategic Planner: Dario Meli (Invoke)

Photographer: Johann Wall (Johann Wall Photography)

Media placement: Radio campaign - 8 spots - Radio stations, Vancouver and Okanagan areas - May 11, 2009

Media placement: Print ad campaign - 14 ads - Newspapers, Vancouver and Okanagan areas - June 1, 2009

Media placement: Online - Custom microsite - June 1, 2009

Media placement: Billboard campaign - 6 designs - Billboard sites, Vancouver and Okanagan areas - June 7, 2009

Media placement: TSA campaign - 6 designs - TSA sites, Vancouver and Okanagan areas - June 7, 2009



Describe the objective of the promotion.

Okanagan Spring’s beer drinkers are growing older. We needed to
reinvigorate the brand and help make it more accessible to a younger
audience.



Describe how the promotion developed from concept to implementation

Most major beer companies sponsor large, corporate events. But
Okanagan Spring Brewery isn’t a flashy brand and they’re more about
being authentic and sharing real moments. They make good beer that
friends drink together when they’re hanging out.



Describe the success of the promotion with both client and consumer including some quantifiable results

Sales were up 10% in the first month alone. Because of the success,
Okanagan Spring has fundamentally changed the way they dole out
sponsorships and are continuing the program indefinitely.



Explain why the method of promotion was most relevant to the product or service

Instead of sponsoring large, corporate events like most major beer
companies, we sponsored small, private events – from ping-pong
tournaments to deck parties and house boating weekends to nerd
extravaganzas – nothing was too small.