VICTORIA BITTER
WHAT’S OUR OBJECTIVE?
To create a social/digital campaign that utilizes Victoria Bitter’s sponsorship of the New South Wales Blue States of Origin team, running alongside three matches
RESEARCH FINDINGS:
Victoria Bitter’s advertisements all these years have been targeted at blue collar male. Emphasizing on the strength and masculine in men.
TARGET AUDIENCE
Blue Collar Males aged 25-34
KEY INSIGHTS
Victoria Bitter is all about Big, Cold, Beer.
SINGLE MINDED PROPOSITION
To strengthen the connection with target audience
THE BIG IDEA
CREATIVE CAMPAIGN
“Matter of fact, I got it now”
CONCEPT
Blue collar male do not use social media often. They are all about the physical strength and show of power.
EXECUTIONS
1. Bottle-cap-piling poster.
Buyers of Victoria Bitter on the day of the 3 matches are automatically eligible for an extra free bottle of Victoria Bitter. The one that consumers bought, the cap will be taken off and put into the bottle-cap-piling poster. The free bottle of Victoria Bitter will have their cap taken off beforehand to avoid redo, and will also be put into the bottle-cap-piling poster.
This poster will make consumers want to take photo with the poster and post it on the social media. At the same time, the hashtag ‘#VicBitterNSW’ will be promoted.
2. “Matter of fact, I got it now” test of strength
First match – Lift the Beer
Second match – Bitter Striker
Third match – Stand a Bitter
This execution would also attract consumers to share the happenings on social media
