THE GREAT TASMANIAN PIPELINE. FROM TASSIE TO TAP.

A faux pipeline construction project was created that seemingly delivered Boag’s Draught fresh and direct from the Brewery in Tasmania to Pubs in mainland Australia. The campaign launched with the creation of a Facebook group and EDM to an existing database, to generate interest amongst Boag's advocates prior to the launch of the pipeline.Following this, faux development proposals were placed around venues prior to the installation of Pipes. The pipes were then delivered by large trucks and installed into venues. A web/WAP site was developed allowing people to see the progress of the Great Tasmanian Pipeline. It came complete with pub locators, and electric video updates of the actual building process. POS, wild postings, washroom media and community flyers reinforced the idea.On conclusion pipe tapping parties were held at pubs, and locals were notified that Boag’s Draught was “Now flowing”.

We received over 2000 fans in the Facebook group in support of the Great Tasmanian Pipeline as well as many positive comments.

WAP also assisted in the number of site visits, content downloaded and maps accessed. We were able to achieve an average CTR of .94% and up to 10% in BigPond Bogs.

In terms of overall popularity and awareness, the number of venues pouring Boag’s Draught doubled in size to 800 nationally during the campaign, showing that not only was it interesting for beer drinkers but bar and pub partners as well.