Farmer’s Tin

Background

The third instalment of Tooheys Extra Dry was launching. Lion Nathan's aim was to get the biggest media exposure they could for the campaign. They wanted the work to be shown across as many media vehicles as they could simultaneously, both in Australia and across the world.

Idea

There were two key elements to BMF's strategy. The first was the timing: they ensured that the information arrived on each journalist and key influencer’s desk at the same time. That way, they gave everyone the same ‘story’ as news. The second was the unique presentation of the mailing. Here they relied heavily on the tie-in with the television spot. The mailing took the form of a big rusty tin containing a host of weird and wonderful contents such as a lock of hair (‘from a billy of rock’), a bottle of beer and poetic instructions as to what to do with them in order to harvest a glorious crop. The tin also contained a press release announcing the launch of the new campaign (‘Toohey’s Extra Dry sows seeds for continued growth with new campaign’) and a DVD of the new commercial.

Results

The initial mailing resulted in coverage in all the key Australian trade press and main mass media. The new TVC appeared on all the major ad blogs within one week and was on YouTube within hours.

Target Audience

Advertising and mainstream media commentators across Australia and the world

Size

60 tins

Our Thoughts

The relationship between advertising and PR continues to grow closer and journalists become an ever more important target audience. To get trade press scribes to write about the (rather weird) new Tooheys commercial, they were mailed this (similarly rather surreal) pack. And, hurrah, many column inches were generated, though the submission doesn’t mention whether the journos praised the ad or slagged it.