Greatest Race Never Run

James Boag’s stopping the nation twice in one day.

    An extraordinary beer, an extraordinary race   For Boag’s Draught's sponsorship of the 150th Melbourne Cup we did what only a brand with the extraordinary magic of Boag’s could do: we brought back the best horses of the last 150 years for an incredible CGI simulated race televised live during Melbourne Cup day on Channel 7.  A team of racing experts helped pull together a list of the greatest ever winners for the Greatest Cup Never Run.     Results:   1.183 million Australians watched the race on Melbourne Cup Day with repeat views totaling 572,000.   Over 2 million watched related content, worth incremental value of over AU$2.5 million.   PR coverage ran across more than 200 unique outlets including 11 from media partners; with a total circulation of 20 million.   49,224 website visits.   And, Boag’s Draught sales went up, an extraordinary achievement in a declining market.     Awards   Cannes Lions. Shortlisted for Best Sponsorship.  Asian Marketing Effectiveness Awards. Silver for Best Branded Content.  Australian Promo Awards. Gold Most innovative/Best New Idea.     Credits   Agency: Momentum Worldwide, Sydney. Client: Lion Nathan Creative Director: Phil Watson Associate Creative Director: Jonathan Kelly Senior Art Director/Head of Design: Jeff Mimery Art Director: Nicole Clausen Designer: Owen Norris, Iv Siauwidjaja, Belinda Kruse Artworker: Chris Gamblin, Nicole Redelman Creative Strategist: Gareth Anderson  Account Director: Imelda Hodson Account Manager: Sayaka Tregerthan Producer: Sally Wildeboer

An extraordinary beer, an extraordinary race

For Boag’s Draught's sponsorship of the 150th Melbourne Cup we did what only a brand with the extraordinary magic of Boag’s could do: we brought back the best horses of the last 150 years for an incredible CGI simulated race televised live during Melbourne Cup day on Channel 7.

A team of racing experts helped pull together a list of the greatest ever winners for the Greatest Cup Never Run.

Results:

1.183 million Australians watched the race on Melbourne Cup Day with repeat views totaling 572,000.

Over 2 million watched related content, worth incremental value of over AU$2.5 million.

PR coverage ran across more than 200 unique outlets including 11 from media partners; with a total circulation of 20 million.

49,224 website visits.

And, Boag’s Draught sales went up, an extraordinary achievement in a declining market.

Awards

Cannes Lions.
Shortlisted for Best Sponsorship.

Asian Marketing Effectiveness Awards.
Silver for Best Branded Content.

Australian Promo Awards.
Gold Most innovative/Best New Idea.

Credits

Agency: Momentum Worldwide, Sydney.
Client: Lion Nathan
Creative Director: Phil Watson
Associate Creative Director: Jonathan Kelly
Senior Art Director/Head of Design: Jeff Mimery
Art Director: Nicole Clausen
Designer: Owen Norris, Iv Siauwidjaja, Belinda Kruse
Artworker: Chris Gamblin, Nicole Redelman
Creative Strategist: Gareth Anderson
Account Director: Imelda Hodson
Account Manager: Sayaka Tregerthan
Producer: Sally Wildeboer