Cannes Lions

VICTORIA BITTER

CLEMENGER BBDO MELBOURNE, Melbourne / CARLTON & UNITED BREWERIES / 2015

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Case Film
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Overview

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Credits

Overview

Description

The Name in the Game campaign not only promoted VB’s sponsorship of the NSW Blues, but it also got the target audience to engage with the brand by purchasing beer in order to enter the competition.

Execution

In many ways the media was the idea. We gave our sponsorship and media space to the fans, putting them in the game, on the front of players’ jerseys. All they had to do was buy VB to win. As well as being at the center of the live broadcast throughout the three State of Origin games, the idea was also brought to life through TV, social media, earned media and point of sale. The campaign made the front page of major newspapers like the Sydney Morning Herald, and featured on primetime news programs as well as sports shows.

Outcome

Throughout the State of Origin series millions watched, as Queensland wasn’t just faced with a team, but their fans as well. The campaign was VB’s most successful sports sponsorship ever with 1.5 million cartons sold, 65,000+ entries and $650k+ of earned media. And for the first time in almost a decade the Blues won, showing that the support of fans can make all the difference.

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