HarvesTED – The Trials
Lion Nathan
Issue 8 | September 2008
Agency
BMF
Creative Team
Warren Brown - Executive Creative Director;Chris James, Dylan Taylor - Creative Directors;Shane Bradnick, Luke Hawkins, Craig Bailey - Art Directors;Dustin Lane - Copywriter
Production Team
Sarah Thompson - Producer (Print); Carla Robertson - Producer (Film); Electric Art - Photography & Retouching; Fiona McGee - Director
Other Credits
Nick Garrett, Fleur Kennedy, Michelle Bradfield - Account Service
Date
November 2007
Background
The most recent TVC for TED told the story of an eccentric farmer and the process he went through to achieve the perfect ‘clean, crisp taste’. With this campaign, BMF’s aim was to build on this, and to show that while TED is an innovative and cool brand, it also has a sense of humour.
Idea
BMF developed a series of 'prequels' - webisodes that showed the failed experiments the farmer had previously conducted in his quest to create the perfect Tooheys Extra Dry. Outdoor sites in metro areas were made to look like the inside of the farmer’s shed, and were fitted with a TV screen that allowed passersby to view video footage of the farmer’s experiments. People could download the webisodes to their mobile phone via Bluetooth, and they were invited to visit the website harvested.com.au to view more trials.
Results
In just 14 days, the 32 TED outdoor sites prompted 35,108 responses via Bluetooth, and a webisode video was downloaded almost every two minutes. This made it the most successful interactive outdoor campaign the media company has ever run. In the eight months since campaign launch, the harvested.com.au website has received 210,875 unique visitors.
Target audience
Beer drinkers aged 18 to 24 (predominantly male)
Volume/Size
32 outdoor sites in metropolitan areas
Our Thoughts
What I love about this (more than the creative idea, if I’m honest) is the way BMF have turned posters into TV ads and the way they give extra life to them by encouraging punters waiting for the Number 11 to Wollongong West to download more of the beer trials to their mobile phones.