XXXX: XXXX ISLAND

Credits & Description:

Advertiser: LION
Agency: BMF
Category: Best Use of Ambient Media: Large Scale
: Team XXXX (Lion)
: Team XXXX (Octagon)
: Team XXXX (ZenithOptimedia)
: Team XXXX (BMF)
: Team XXXX (Res Publica)
: Team XXXX (The White Agency)

Effectiveness
From March 2012 to January 2013 we achieved outstanding results:–56% XXXX Island Spontaneous awareness (goal 28%)–55.5% Prompted recognition of any advertising material (goal 28%) – The Jules Lund Getaway TVC and Getaway in-program were in the top 3 mentions–305,466,323 PR impressions (goal 100,000,000)–482,354 web visits (goal 250,000)–63,867 facebook fans (goal 20,000)–581,072 YouTube video views (goal 300,000)–50% now feel more positive toward XXXX GOLD as a result of the campaign (goal 50%)This has all lead to us achieving our ultimate business goal of XXXX GOLD becoming the number 1 beer brand in Australia!

Execution
Turn the ‘ultimate destination for mates’ trips away’ into the ultimate piece of ambient media! With the island now a 24/7, 60,000m2 branded property for XG, we set about publicizing and amplifying everything about it to make sure it was as large in the homes, phones, bottle shops and pubs of our drinkers, as it was in the ocean: -PR and launch events -XI mobile retreat for live events-Owned pub assets-XI website and facebook community-Search activity leveraging the PR and ‘out of category’ activity the XI generated e.g. travel terms-Partnership with travel show “Getaway” including:–A 2 min ‘XI Tour’ segment –A 60 sec content piece introducing XI airing on TV , websites/m-sites magazines and social –Mentions on Jules Lund’s radio show and twitter–Two promotions to win trips to the island

Strategy
XXXX GOLD (XG) stands for the Good Life, simple pleasures enjoyed by true Aussie mates. XG has demonstrated the ‘Good Life’ through various platforms over the past 10 years, developing a strong adorer base in Queensland and elevating XG to number 2 beer nationally. The objective was for XG to become the #1 beer in Australia and cement its position as Australia’s favourite beer. Our strategy was to develop a platform that would be the ultimate demonstration of the Good Life; a platform that would engage the next generation of XG drinkers beyond our heartland. Our target audience is down-to-earth Aussie family blokes. With family and work commitments, they don't get much time for mates’ trips away. For them the ‘Good Life’ represents sea, sun, fishing, camping and a few beers with mates. The idea: create the ultimate destination for mates’ trips away on our very own island. Hence XXXX Island (XI) was born.