Coopers Shout Out
Coopers Brewery
Issue 38 | March 2016
Agency
KWP! Advertising
Creative Team
Creative Director: James Rickard Creative Team: Corey Swaffer, Michael Gagliardi
Production Team
Production Managers: Georgina Toole, Hayley Johnson, Amy Lambert Studio Artists: Fiona Beauchamp, Dan Parsons, Nigel Wapper Digital Team: Bryn Liepins, Dan Eldridge, Matt Daniell, Simon Davis
Other Credits
Managing Director: John Baker Strategist: David O’Loughlin Account Team: Alina Godfrey, Lucy Noblet, Nick John Media Planner / Trader: Ryan Shipway
Date
January 2015
Background
Established in 1862, Coopers was one of Australia's oldest independent brewers and the maker of Australia's most popular Ales.
Yet compared to the large international brewing giants who dominated the mainstream advertising space, Coopers was a small player.
To compete with these big brewers, the task was to do something completely different to make as much noise as possible for Coopers around New Year's Eve celebrations.
Idea
Using a national network of 52 digital outdoor billboards, the idea was to give Australian beer lovers the opportunity to publicly 'shout out' New Year messages to their best friends, family members and loved ones on high-profile billboard sites in major cities across the country.
To facilitate this, a purpose built website was developed that enabled people to create their free Shout Outs using a Coopers beer brand template and then book the exact location and time their personalised message would appear.
In the weeks leading up to New Year's Eve, the website was promoted by engaging Coopers' passionate social media following as well as using limited online advertising. The Shout Out bookings poured in.
Results
When New Year's Eve arrived, the Shout Outs began. Thousands of user-generated messages appeared, bringing much attention to the billboards.
As a result, Coopers successfully played an intrinsic part in the New Year's Eve festivities of thousands more people across the country