XXXX: GIVING OUR DRINKERS AN ISLAND HELPED US BECOME THE NUMBER 1 BEER IN AUSTRALIA

Credits & Description:

Advertiser: LION
Agency: BMF, LION NATHAN, OCTAGON
Category: Alcoholic Drinks
Advertising campaign: GIVING OUR DRINKERS AN ISLAND HELPED US BECOME THE NUMBER 1 BEER IN AUSTRALIA
Client: Lion (Lion)
Below The Line Activation: Momentum (Momentum)
Network Integration: Newcast (Newcast)
Digital: The White Agency (The White Agency)
Media: Zenith Optimedia (Zenith Optimedia)
Advertising Agency: BMF (BMF)
Experiential: Octagon (Octagon)
Public Relations: Res Publica (Res Publica)

Implementation
XXXX GOLD’s communications for the past decade has been all about the Good Life: the time mates spend with each other, doing mate’s stuff (i.e. camping, fishing, drinking beer). This time, instead of just showing them the Good Life, we wanted to give it to them. So we got them a tropical island – XXXX Island, the ultimate destination for mates’ trips away. Blokes could win a place on the Island by completing challenges, or by simply picking up a lucky bottle. By giving them what they wanted, we gave them a reason to choose XXXX GOLD over the competition.

Client Brief Or Objective
XXXX GOLD has communicated, demonstrated and facilitated ‘Living the Good Life’ through various platforms and communications over the past 10 years. Having been the #2 beer in Australia for some time, largely driven by one state, our objective was to become #1 by growing our footprint nationally. Our strategy was to develop a platform that would be the ultimate demonstration of the Good Life. A platform that would drive awareness and trials, and give drinkers a reason to switch whilst recruiting and engaging the next generation of XXXX GOLD drinkers beyond just our heartland.

Outcome
The sheer scale and richness of the platform has meant numerous channels have been maximised to engage with our audience. Since announcement, key results are:•Facebook fans have increased fivefold.•87,902 entries to win a trip via on pack purchase and on premise promotions.•500 pieces of PR coverage was generated with a reach of 305,466,323 along with major radio and TV integration. •Sales in emerging markets increased by 6.5%.•XXXX GOLD is now #1 in the country, with 12.4% MAT volume market share.

Relevancy
By turning our message into something Aussie blokes can experience and enjoy for themselves, XXXX GOLD has cemented its position as Australia’s number 1 beer brand. The Island isn’t just a promotion; it’s proof that XXXX GOLD understands and relates to the needs and desires of Aussie beer drinkers. Allowing beer drinkers to have their say as to what would be on the Island (by submitting ideas online) is further proof of this. And the experience a beer drinker has on the Island will be more meaningful and memorable to them than a traditional advertising campaign ever could be.