How does one of Australia's most loved beer brands say Happy New Year to its drinkers? By giving them the chance to say cheers to their family and friends on a digital billboard.
Established in 1862, Coopers is one of Australia’s oldest independent brewers and the maker of Australia’s most popular Ales. Yet compared to the large international brewing giants who dominant the mainstream advertising space, Coopers is a small player. To compete with these big brewers, we needed to do something completely different to make as much noise as possible for Coopers around New Year’s Eve celebrations.
In an Australian media first, we secured a national network buyout of 45 digital outdoor billboards. We then gave Australian beer lovers the opportunity to publicly ‘shout out’ New Year messages to their best friends, family members and loved ones on these high-profile billboard sites in major cities across the country. To facilitate this, we developed a campaign website that enabled people to create their bespoke Shout Outs using a Coopers beer brand template and then book the exact location and time their personalised message would appear. In the weeks leading up to New Year’s Eve, we promoted the website by engaging Coopers’ passionate social media following as well as using limited online advertising. The Shout Out bookings poured in.
When New Year’s Eve arrived, the Shout Outs began. 2,498 bespoke, user-generated messages appeared. We reached over a third of Australia’s adult population. We had over 80,000 social engagements. And we made Coopers an intrinsic part in New Year’s festivities of across the country.