Best Use of a Small Budget (Up To $300,000)

TITLE: Tooheys Extra Dry: TED696 Project
AGENCY: ZenithOptimedia
CLIENT: Lion Nathan

OBJECTIVES
Lion Nathan wanted to find more occasions for young adults to drink Tooheys Extra Dry, so it introduced a longneck, TED696ml. However, the longneck market is crowded and not an easy one for “cool” brands like Tooheys Extra Dry.

CAMPAIGN
Longnecks are traditionally sold in brown paper bags, covering the bottle’s branding. The bags represented an inexpensive medium that could be used to engage buyers and establish creativity.

Working with the insight that 18 to 24-year-old drinkers have a desire to express themselves, ZenithOptimedia worked with BMF to bring together the world’s best street artists and TED696’s target market to design brown paper bags around the theme 696.

PR, events, advertorials, online seeding, search and a project website were activated, all with the humble brown paper bag at the core.

The campaign created a new advertising medium, sending 700,000 paper bags with 696 designs to bottleshops. In the process, competitor longnecks were wrapped in 696-branded bags too.

RESULTS
Consumers submitted over 2000 bag designs from 104 countries, with an average of 9.5 minutes spent on the website.

Every $1 spent on the campaign returned $9 in sales, with 500,000 bottles of TED696 sold in eight weeks, beating sales forecasts.

Judges' Comments
The quality has been fantastic across a huge number of entries. We’ve seen a truly diverse range of clients represented and the submissions have shown top marks for risk-taking and bravery. The Tooheys TED696 Project winner was a true standout, demonstrating there are still untapped media channels out there.