OGB had identified a growing consumer trend towards immersive, imaginative and experiential brand experiences.

Further, OGB identified the partnership of James Boag beer with a ‘refined’ musical Symphony as one that would disrupt the audience, and showcase the brand story.

OGB worked with BAFTA award-winning composer Nick Ryan to commission a world-first innovative musical instrument called ‘The Meteorphonium’, that uniquely transformed live meteorological data into sound, realising the journey from ‘rugged’ data inputs to a ‘refined’ musical symphony.

The name of the instrument combined the words ‘meteorology’ (the science of the weather) and ‘phonium’ (from the Greek word ‘phone’ meaning ‘voice’). It comprised:

• The nine hand-made bronze singing bowls.

• A central ‘tongue drum’.

• Two custom built curved analog synthesizers.

• A large circular Tasmanian Oak frame.

• Eight independent light sensitive satellites, meteorphones.

• An independent freestanding weather station.

In Chapter One, ten top-tier media/social influencers, including Huffington Post and Rolling Stone, attended the Tasmanian launch.

Guests were hand-selected to represent music, innovation, technology, and lifestyle, ensuring audience relevance, strong engagement rate, and alignment of content creation style to the brand.

Bespoke content features supported launch day coverage.

Hero visual content was developed and housed on a dedicated microsite.

In Chapter Two, content and media release were distributed to print, online and broadcast media titles nationally / internationally, featuring comment from Nick Ryan and Lion spokespeople.

In Chapter Three, documentary was released via earned/social media featuring MCC case studies revealing the sounds that make MCC special. This launched news of the Meteorphonium’s MCC public debut.

In Chapter Four, production counsel created a wilderness-inspired marquee. Media relations ensured relevant media attended marquee. Guests were provided with access to menu designer MattMoran, brand ambassador Daniel MacPherson, and social images showcasing race days.

‘Symphony from an Unexpected Place’ enjoyed a total campaign reach of 165,592,500 (editorial + social), giving every single Australian five opportunities to see the campaign.

It achieved 46 minutes of branded TV coverage; x9 bespoke launch exclusive features; 90% of coverage featured branded comment/interview.

JB maintained a media value of 2% 2014-2015 (2.1% 2013-2014). Removal of Channel 7 broadcast integration was the primary contributor towards this change.

The Meteorphonium drove sophistication/stylish brand perceptions for the JB Premium (JBP) product; almost three-quarters (72%) of ‘JBP adorers’ reported JB’s MCC sponsorship makes JB more ‘sophisticated’ and more ‘stylish’.

MCC event presence delivered positive brand consumption behaviour for JBP; overall consumption metrics for JBP increased 1 week pre-event to post event based on event interactions. The behaviour shift was retained amongst the attendee sample eight weeks post event; JBP adorers & buyers increased from 38% pre-event to sit at 50% eight weeks post.