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