CARLTON DRAUGHT BEER: DROP THE BOMB

The advert titled DROP THE BOMB was done by CLEMENGER BBDO MELBOURNE advertising agency for Foster‘s company in AUSTRALIA. It was released in the June 2009. Business sector is Alcoholic drinks.

Credits:

• Title: DROP THE BOMB
  Advertiser/Client: FOSTER'S GROUP
  Product/Service: CARLTON DRAUGHT BEER
  Entrant Company: CLEMENGER BBDO MELBOURNE, AUSTRALIA
  Sales Promotion/Advertising Agency: CLEMENGER BBDO MELBOURNE, AUSTRALIA
  Creative Credits
  Name Company Position
  James Mcgrath Clemenger BBDO Melbourne Executive Creative Director
  Ant Keogh Clemenger BBDO Melbourne Creative Director/Writer
  Grant Rutherford Clemenger BBDO Melbourne Creative Director/Art
  
  Director
  Sonia Von Bibra Clemenger BBDO Melbourne TV Executive Producer
  Jason Byrne Clemenger BBDO Melbourne Senior Agency
  
  Producer/Producer
  Ant Keogh/Karl Von Moller Clemenger BBDO Melbourne/Artisan Films
  
  Directors
  Karl Von Moller Artisan Films Cinematographer
  Tim Bartley Austereo Director of Photography
  David Cordell Freelance Camera Assistant
  Richard Hamer/Aaron Bickford HM Creative Editors
  Angus Stevens Austereo Director/Editor
  Paul Le Couteur/Stevo Williams Flagstaff Sound Engineers
  Hub Plus Production Company
  CSM Melbourne Design
  Elizabeth Rocka Freelance Production Manager
  Sam Cavanagh Austereo Producer
  Kirsten Leith Austereo Operations Director
  Paul Mcmillan Clemenger BBDO Melbourne Group Account Director
  Michael Mckeown/Sam Mackisack Clemenger BBDO Melbourne Account
  
  Directors
  Mike Mccall Clemenger BBDO Melbourne Retoucher
  Details
  Describe the brief from the client:
  After Carlton Draught's success with the 'Skytroop’ TVC, we were asked to
  
  create an interactive promotion, which leveraged this imagery.
  Describe how the promotion developed from concept to implementation:
  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.
  Describe the success of the promotion with both client and consumer including some quantifiable results:
  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
  Explain why the method of promotion was most relevant to the product or service:
  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.