THE PROBLEM
Fosters is the quintessential Aussie anomaly. A beer that no-one drinks in Australia, but it's loved overseas.
Designed for the UK, this integrated campaign aimed to elevate the brand beyond mere one-sip wonder... to become synonymous with Australian culture. And loved by Brits and Aussie expats alike.
THE SOLUTION
"Australian Beerish" A whole new language. Building on the long-standing tagline "Australian For Beer"...
we sought to own Australian slang in a way that would leverage the brand, create desire (thru cheeky fun) and make this unique beverage a source of (sub)cultural pride.
THE RESULTS
Loved by UK-Aussie culture vultures. And embraced by expatriates thirsting for home.
Fosters is the quintessential Aussie anomaly. A beer that no-one drinks in Australia, but it's loved overseas.
Designed for the UK, this integrated campaign aimed to elevate the brand beyond mere one-sip wonder... to become synonymous with Australian culture. And loved by Brits and Aussie expats alike.
THE SOLUTION
"Australian Beerish" A whole new language. Building on the long-standing tagline "Australian For Beer"...
we sought to own Australian slang in a way that would leverage the brand, create desire (thru cheeky fun) and make this unique beverage a source of (sub)cultural pride.
THE RESULTS
Loved by UK-Aussie culture vultures. And embraced by expatriates thirsting for home.
THE PHRASEBOOK/ DM
The Aussie Beerish phrase book. Lonely Planet for those who prefer company. Given away in public spaces – train stations, outside pubs, backpacker joints etc. – this DM sought to miseducate the far too educated.
DM – COVER
THE MICROSITE
The engine-room of the campaign, this microsite offered drop-in classes in Beerish for beginners– refresher courses for expats, online exams to check your "B-Levels"... and the chance to upload your very own Beerisms (Beerish-inspired videos or new phrases of your own design). Giveaways and special offers kept the whole thing part of the daily conversation. (not to mention well-oiled!)
ONLINE BANNERS
Designed to drive traffic to the site – as well as provide some instant "educational" gratification... These takeover banners offered pop-quizzes in Beerish. When clicked thru... Beerish credits would be added to one's account.
Designed to drive traffic to the site – as well as provide some instant "educational" gratification... These takeover banners offered pop-quizzes in Beerish. When clicked thru... Beerish credits would be added to one's account.
POS
Point-of-Sale just entered a whole new language.
