2010 Winners & Shortlists

The Campaign

Developed around one of Foster's brand pillars - Uncomplicated Masculinity - this campaign is designed to give men more free time to hang out, watch sport and drink beer - by negotiating their way around the women in their lives. The website contains a series of applications designed to uncomplicate men's lives and give them the space and time to have fun. It's a campaign that actually has practical applications to improve the target market's life in a tongue-in-cheek way. We think it's a fresh approach to advertising, and of course building brand loyalty, in what is a dark market for alcohol.

Success of the Campaign

Whilst we await a bigger launch at the onset of summer, results have been good enough in the initial stage for the client to commission us to roll the campaign out across India and the subcontinent. The whole campaign has been met with very positive qualitative feedback from consumers. Members are growing daily on Facebook and Twitter and online transactions are increasing through the website. As a result of us being in a sort of "soft" launch at present, the hard numbers are still quite small. The card up our sleeve is that we're about to give away free beer for a year in a competition designed to create buzz. We expect the numbers to spike off the chart when we announce it.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign launched through HTML emails to specific groups within our target market demographic– sports clubs, expat business groups and social groups. We are using HTML Emails, Facebook, Twitter and sms to reach people and are incentivising advocates for member acquisition. In bar advertising and collateral are being used at high volume outlets and sports events such as the Rugby 7's to create awareness and direct people online. Once online, consumers are encouraged to utilise the applications, and contact details (email or mobile number) are obtained. By virtue of what the applications do, future contact and interaction with consumers through email and/or sms is guaranteed.