CUB SCOREBOARD

MKTG and CUB leveraged their AFL partnership to showcase that Carlton Draught is brewed fresh all year round, including the 4 week AFL finals. Creating a ‘drinkable ad’ at the MCG, as fans entered the stadium, screen signage invited fans to download Shazam for an exciting offer.

CHALLENGE:
Drive sales of Carlton Draught via their AFL partnership whilst supporting a key retail group partner (Coles Liquor Group) capitalising on massive audiences for the AFL’s 2017 Finals Series. Deliver cut through for brand messaging in a competitive selling period.

SOLUTION:
Delivering World’s largest drinkable ad, engaging fans
to participate. Fans held their phones up as Carlton was poured magically from the big screens into their phones. By filling the glass fans received Carlton Draught vouchers for CLG stores.

 

RESULTS:
Created the largest drinkable ad in the world with voucher redemption rate of 44.5% (vs. industry average of 2-4%). Over 2000 new shoppers into CLG stores and attributing $60K of incremental sales
in VIC.