Since 2002, Toohey’s Extra Dry’s advertising has been specifically created to appeal to drinkers aged 18 to 24. Drinkers not in this group have found the adverting to be weird, unsettling or even distasteful, much to the delight of the 18 to 24s. In 07, we aimed to increase the level of interaction and brand involvement.

We developed a series of humorous webisodes that showed the trials and tribulations the farmer had previously gone through while perfecting his technique to create the perfect Tooheys Extra Dry.

Bus stops in metropolitan areas were made to look like the inside of the farmer’s shed, and were also fitted with a TV screen that allowed pedestrians to view video footage of the farmer’s experiments.

To further encourage interaction, people could download the webisodes to their mobile phone via Bluetooth, and they were invited to visit the website harvested.com.au to view more trials.

The target market fully embraced this approach. In just 11 days, the 32 TED outdoor sites prompted 35,108 responses via Bluetooth, and a webisode beer trial video was downloaded every 2 minutes. This made it the most interactive outdoor campaign the media company has ever run.

And in the past eight months, the harvested.com.au website has received 210,875 unique visitors.This new level of interaction helped grow Tooheys Extra Dry consumption by 27%, and strengthened its position as the ‘coolest beer’ in the Australian market.