Furphy needed to launch their new Crisp Lager to the masses, however, the Australian beer industry is made up of around 350 breweries and microbreweries - not to mention the big international beer drinkers tempting Aussie drinkers. In order to stand out in a saturated market with a limited budget, ignite the watercooler conversation, and get people to sample their new crisp liquid, they themselves needed to do something truly unbelievable.

In short, Furphy needed an unbelievable, instagrammable activation that sparked the imagination and thirst of beer drinkers.

Within hours, images of the stuck truck had traveled around the country, with commentators having their own take on what the story could be (this includes more than 172k active likes on TikTok content and 3.9m impressions on Twitter). Only the true detectives dug deep enough to find it was to launch their refreshing Crisp Lager.

Media coverage reached over 25 million impressions (20,196,826 earned, 5,119,090 paid). From some of the most popular news sources for young people (PedestrianTV, Ladbible, Betoota Advocate) to the massive news juggernauts (The Australian, DailyMail, etc), beer drinkers everywhere turned their screens to see this truck.

With its reach and engagement across social and PR, Furphy's beer-truck billboard not only took Crisp Lager from unknown to the most talked about beer in the country, but made it the most impactful stunt that year with the highest conversion from awareness to trial, achieving something truly ‘unbelievable’.

Furphy, Aussie slang for an unbelievable tall-tale, is also an Australian beer brand, originating in Geelong, Victoria.

1. Furphy is an Aussie beer brand that also means an unbelievable tall-tale.

2. An over-turned beer truck is a beer-lovers dream come true.