Cannes Lions

THE ONE ABOUT A BEER AND A HORSE EMBRYO…

MEDIACOM, Melbourne / CARLTON & UNITED BREWERIES / 2015

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Case Film
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Overview

Entries

Credits

Overview

Execution

We integrated Crown Golden Ale into a national obsession, and introduced the next generation of Australia's racing “finest”.

Australia’s obsession turned our limited budget into significant earned media, taking the brand to places alcohol messages wouldn’t normally be allowed.

TV and online vignettes showed Black Caviar’s most famous victories and impending birth.

Racing fans quickly picked up on the sponsorship, as blogs and forums filled with chatter around the birth.

When the big moment finally came, primetime coverage was awash with Crown's colours. Sponsorship banners surrounded the birthing paddock, and scenes of revelers toasted the occasion with Crown Golden Ale.

Outcome

We turned our initial $350K budget into a whopping $2.7milion in earned value across media, PR and bonus spots.

We delivered more than double our target sales volume. From a standing start we made Crown Golden Ale Australia’s #15 premium beer with 2.6% of the market and leapfrogging Carlsberg and Guinness.

Golden Ale was also the only top 20 premium SKU with an average case price above $50.

Just 11% of Crown Lager drinkers also drank Crown Golden Ale across this period, meaning we also avoided cannibalization of the parent brand.

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