Hahn Super Dry kicks off lucky bottle promo with a difference
Hahn Super Dry will on Monday launch a promotion involving mobile phones hidden in its bottles and cans which the finder will be able to use to phone a concierge to organise a $20,000 night out.
The campaign for the Lion Nathan brand – created by Momentum Worldwide – involves special bottles and cans which will feel and weight the same until they are opened.
The winner will be helicoptered on a big night out with their mates.
The Tv campaign is backed by online, point of sale, radio and out of home advertising.
A 30 second Super Your Night promotional TVC will air from January 24 on free to air and digital channels. The TV campaign will be brought to life through the brand website and Facebook page and supported by an extensive below-the-line campaign – including a national promotion for bars and nightclubs, exclusive promotions for bottle shops, innovative POS, radio ads and bathroom media.
Credits:
- Project – Hahn Super Dry – ‘Super Your Night’ Integrated Campaign
- Client – Lion Nathan
- Creative agency – Momentum Worldwide (Australia)
- Media agency – Opti
- ECD – Phil Watson
- Art Director – Elle Crozier
- Copywriter – Dan O’Connell
- Director – Matt Kamen
- Art Director – Kat Mercer
- Production – PhotoPlay
- Exposure – Momentum Worldwide (Australia)
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Love it – Very smart.
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Very nice
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That’s a really nice idea. Good work to all involved.
Nice tasting beer also.
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Bad luck the beer’s no good. Will never buy it
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NICE one. Beer isn’t too bad either.
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@johan bad luck nobody cares about your opinion. lots of people will.
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Would you say it’s ‘with a difference’? Isn’t this the exact same promotion they did for Coke?
I guess the difference is the brand… ingenious!
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Call me an old hack but why would a client spend good money doing this spot ?
For about $15K you could’ve pulled out the 5D, shot the pack shot with phone coming out and repeated the offer 10 times for dumb old hacks like me.
The $15K would include all supers screaming $20K plus t&c’s as well of course.
Sometimes promo spots work better when they’re not afraid to be a promo spot.
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Is the guy the driver from the NRMA ad? I thought he was a real person!
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Yep, exactly the same as the Coke one done a few years back. Did that work properly???
Proves there are no new ideas, just reworked old ideas!!!
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Pity the beer and idea are both ordinary
I love the idea! Nice promotion.
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Of course it’s been done, but it’s not tired and the depth and range of the campaign seems pretty extensive. The Golden Ticket in the candy bar approach gets your consumers excited everytime they open one, then provides a remedy to wash away their depression after not winning.
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At what point is an agency officially out of ideas? How many times have they done this one?
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did the client write, produce and direct this?
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Yes Old Hack, Aussie tv really needs another shouty, buy this shit, Lowes promo ad. They do wonders for your brand. Isn’t it time you retired?
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All a bit snippy here.
Reads like Momentum are in there aggressively defending their work. Trouble is guys it’s just not very good. Same old, same old promotional idea with an ad and production that’s sub par for Lion Nathan.
Don’t get snippy guys – just do better.
People on this blog are generous when there’s a good idea,
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i thought it was a cute ad, made me smile and I’m not the target market
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Dear Bored of Idiots
if i could have one wish it would be to see our most gifted creatives, such as yourself, put in charge of Bunnings, Good Guys, Harvey Norman’s, JB Hi-Fi’s etc, advertising. Just one small caveat – your salary would be linked to sales, not advertising awards.
Sincerely
Old hack
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I must admit that I do remember seeing this one done before….but, guess I would rather see a clever mechanic like this done again than any of the crap that we are still seeing the other promo agencies in Australia churn out.
The promo market really does seem uninspired here compared to NZ at moment…maybe promos in general are just a tired idea???
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and can we please take a minute to pay homage to the crass way they’ve tried to use ‘super’ as a verb, instead of a noun?
i can see the sell in pitch now – this fully integrated campaign will have consumers using ‘super’ as part of their everyday vernacular! effectively talking about YOUR brand EVERYDAY! They’ll ‘super’ their nights! Their girlfriends! Their cars! Their houses!
Sorry guys, it’s clunky, it’s not proper english & ultimately, it ain’t clever! But hey, it’s got the clients brand in the title. Super!
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I just think the guy on the ad is hot that got my attention who cares about the rest
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Nice ad. What is the name of the guy in the ad who was also in NRMA ad?
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what is the name of the song in the back ground??
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I’m dying to know the actors name. He is super hot. Anyone know???
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