After Carlton Draught's success with the 'Skytroop’ TVC, we were asked to create an interactive promotion, which leveraged this imagery.
Contestants donated their crappy old car (the ‘bomb’) during a two week radio promotion hosted by Australia’s most popular drive-time radio team, “Hamish and Andy”. The audience decided the winner (Gill) by voting online on the worst ‘bomb’. A second contestant (Bill) was chosen via an on-pack promotion. It was Bill’s job to decide when to drop Gill’s car out of a plane flying at 14,000 feet. The deal was, if he hit a 1km target on the ground, he won $100,000. If he missed, he and Gill got nothing.
Highest March sales in history. Every free-to-air national news show aired the story at prime time. $1.29 million of unpaid media was acheived. For two days Hamish & Andy devoted their entire two hour, prime-time show to the promotion. Daily audience: 992,000. New records for the Hamish & Andy show. 200,000 video downloads in two days. 1,230,000 unique web impressions over a three day period. On pack entries: 53,748 Cars donated: 163
Why the method of promotion was most relevant to the product:
Promoted on in-store posters, cartons and the web, the contestants entered online using a unique code found on Carlton Draught cartons. On the day of the drop, six 90 second webisodes streamed live from the Hamish and Andy website, watched by 992,000 people each day. Viral films followed online. The target market was 18 to 40 year old urban, educated guys who want to enjoy life by having a balance between work and play. Carlton Draught has begun to be synonymous with large scale, funny, dumb stunts.
Advertising Agency: Clemenger BBDO, Melbourne, Australia
Executive Creative Director: James Mcgrath
Creative Director/Writer: Ant Keogh
Creative Director/Art Director: Grant Rutherford
TV Executive Producer: Sonia Von Bibra
Senior Agency Producer/Producer: Jason Byrne
Directors: Clemenger BBDO Melbourne/Artisan Films
Cinematographer: Karl Von Moller, Artisan Films
Director of Photography: Austereo
Camera Assistant: David Cordell, Freelance
Editors: Richard Hamer, Aaron Bickford, HM Creative
Sound Engineers: Paul Le Couteur, Stevo Williams, Flagstaff
Production Company: Hub Plus
Design: CSM Melbourne
Production Manager: Elizabeth Rocka, Freelance
Operations Director: Austereo
Group Account Director: Clemenger BBDO Melbourne
Account Directors: Clemenger BBDO Melbourne
Retoucher: Clemenger BBDO Melbourne