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MOZZIE BOX

基本信息
行业: 酒精饮料
媒体:推广与活动
投放:澳大利亚
风格: Minimalism
说明cnen
Describe the brief from the client:
As a bit of background, SP Lager is Papua New Guinea's biggest brewery and over the years it's had very little competition.

With new beers entering the market, SP Lager wanted a campaign that demonstrated that they know PNG beer drinkers better than any import ever could.

Their advertising positioning line is OUR BEER and has been for as long as anyone can remember.

Our job was to prove it.

Promotion Development:
The client brief and local PNG insights were the inspiration for the idea and the creative solution came from the humble mosquito coil.

We took a regular carton and made it behave like a mosquito coil by adding the natural mosquito repellant - eucalyptus. Once coated, pieces of the carton were torn off and thrown in a fire to create an insect repellant smoke that kept mozzies away.

One desired outcome was to see PNG locals using the boxes and to prove that SP Lager is the only beer that's truly made for PNG blokes and PNG conditions.

Results:
As you can imagine anything that makes drinking beer better and more enjoyable was gratefully received by Papua New Guinea's, enthusiastic beer drinking community.

One desired outcome was to see locals using Mozzie Boxes to enhance their beer drinking experience. Another was proving that SP Lager is a beer made for PNG blokes and PNG conditions. Both of these outcomes were achieved.

The ROI was outstanding because the idea worked with a simple variation on the existing SP Lager cartons.

Based on the extremely positive reaction to the initial limited edition summer promotion, SP Brewing is planning to roll SP Mozzie Box out nationally next year.

Relevancy to Product/Service:
The design/idea came from two local insights.

One is that in PNG most beer is consumed by blokes outdoors around fires. The other is that in Summer, clouds of huge, malaria carrying mosquitoes attack anyone outside.

To bring the insight to life we printed a natural (Eucalyptus) insect repellant ink coating that turned the SP Lager carton into a kind of big mosquito coil that carried beer.

We retained the classic SP Lager look, added the SP Lager Mozzie Box logo and simple telling drinkers to tear off pieces of carton and throw them in a fire to make smoke.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
美术指导:
客户主管:
其他职位:Creative Group Head: Jim Mckeown
Marketing Manager: Roger Harwood
Production Director: Michelle Short
Group Managing Director: Phil Mcdonald
Operations Director: Todd Williams
奖项
戛纳国际创意节 2014
银奖 推广活动
Alcoholic Drinks
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