Brews Brothers - Final Project (Masters of Advertising at QUT, Australia)
In order to cater to the ‘minimal budget’ nature of the campaign, it was proposed that the print ads be created and released only in local newspapers, like the South East Advertiser, that caters to Woolloongabba and a few surrounding suburbs.
Taking into consideration that one of the main objectives of the campaign was to create a substantial increase in the ‘Likes’ of the Facebook page, a Facebook competition titled ‘Name Our New Brew’ was designed. The competition aligns itself well with the big idea, since, only the place where beer starts, has authority to give consumers an opportunity to name the beer. Or in other words, naming a new brew is a privileged task of the brewery, in which the consumers are now being invited to participate.
In the next phase of the competition, a set of names are shortlisted and the participants are given customized pictures having the name they suggested on a label alongside the Brews Brothers Logo. The participants are then be required to share the pictures on their walls and encourage their friends to ‘Like’ the picture. The picture with the most number of ‘Likes’ at the end of the competition wins.
Additionally it was also recommended to the client that they make it a habit to include small /simple posts and photo albums of the events at the brewery (with their logo watermarked on it) alongside their regular status updates. While these are easy to do, they are shareable material - unlike status updates - and hence provide greater chances of increased exposure.
Also proposed was a piece of direct marketing. This letter box drop is composed of two separate elements, namely a pamphlet and a set of beer coasters that would act as mini-hoardings.
