PSP
Foster’s Group
Issue 9 | December 2008
Agency
Rivet Australia
Creative Team
Chris Hunter – Executive Creative Director; Mark Cole - Art Director
Production Team
Han Lee - Programming; Sarah Hadfield - Production; Karim Hadid - Production
Other Credits
Guy Lovell - Account Service
Date
April 2008
Background
In Australia, Stella Artois is the #1 international draught beer, but the brand had a long way to go before it caught up with local brews such as Crown Lager or Victoria Bitter. Because of this, Foster’s created a new sales team to concentrate on selling Stella Artois. Although this team was aware of Stella Artois’ origins, it didn’t have a good understanding of the brand’s character or its association with film. Rivet’s job was to produce a sales presenter that would get the team excited about Stella Artois and make it easier to sell the beer to pub and bar managers.
Idea
Stella Artois is a very visual brand, with a rich iconography and an enviable heritage. The obvious solution was to create a book with very high production values, but this would fall into the category of ‘neat’ rather than make people sit up and take notice. It’s also impossible to showcase the remarkable Stella Artois films in a book. After examining many AV presentation devices and seeing them all fall short, the agency decided on the PlayStation PSP.
The PSPs were delivered in hand-stitched black velvet drawstring bags. The machines were rebranded with a Stella Artois logo on the reverse of the case and had modified operating systems and icon sets to reflect the brand. They were also installed with Stella Artois films and artwork, plus short presentations on the history of the brand. In addition, because PSPs are wifi-capable, Foster’s could load up new material more quickly than new pages can be printed for a loose-leaf folder.
Results
Foster's analysis has shown that every sales representative who was given a PSP met all their sales targets for the relevant quarter. As a result, Foster's is now reviewing further rollout of the tool.
Target audience
The primary audience was the Stella Artois sales team, which would then use the PSP to make presentations to bar and pub managers in Sydney and Melbourne.
Volume/size of campaign
50 PSPs
Our Thoughts
It took me a bit of time to work my way into the mind of a sales rep for Foster’s, but when I did I began to think what a good idea this is. The problem is trying to excite them so they can excite the pubs they visit. Showing a few stills of the latest commercial is what most people call a ‘sales presenter’ but by putting the new advertising onto a PSP, the sales guys had something to show – and something to keep.