Carlton Draught launches new location-specific outdoor blitz
New outdoor executions for Carlton Draught have gone up across Melbourne and Sydney.
The ads have been placed with location-specific messages in prominent areas such as Melbourne’s St Kilda, Punt Road and Flinders Street and Sydney’s Kings Cross and the club and pub strip on Oxford Street.
Ant Keogh, ECD at the agency behind the campaign, Clemenger BBDO Melbourne, told Mumbrella: “In Melbourne, you’ll notice there is often reference to the brewery which comes from an underlying fact that the beer is fresh and brewed nearby – that it’s not brought in from overseas.”
Likewise, the St Kilda billboard referenced the brewery being north of the river. “It requires local knowledge, which is part of the beauty of it,” Keogh added.
“In sydney it’s more just a brand exercise to reinforce the brand with the tone we’ve had for the last ten years, of not taking ourselves too seriously.”
The outdoor campaign began in early January with a second burst of activity on beginning on 30 January.
Not sure what the smaller red ad below is for but it does relate to alcohol billboard above pretty well!
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So happy to see some ad agencies and clients get OOH! Well done to both.
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Seen a couple of these around, very attention grabbing billboards.
Good stuff.
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Pity it’s such an ordinary beer though
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nice work! simple, witty, interesting
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is it just me, or does this sound they couldn’t be bothered to ‘localise’ the Sydney ads? Seems strange to go out there with that strategy but not follow through.
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Saw one on Parramatta Road yesterday that said “this is the only tap that men touch in a pub.” Unsavoury and unhygienic toilet habits appeared a strange, if not slightly gross, way of flogging beer.
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Needs work
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Commenter #6 I love you.
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Saw the one in the Cross last Sat am. Made me smile.
For the life of me, i couldn’t recall another ad i saw all day.
Nice one Ant !
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Who is the planning agency behind this?
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Would love to see the scamps… or, as one might say, the first draught.
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nothing sells beer like a high billboard? pretty sure only advertising people would find this funny
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Hey Hmmm, So Muggles dont get irony ?
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First pic has Carlton Dry and Carlton Draft in view.
So whcih beer do I choose?
Bad media planning I say.
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Nice idea. Simple and bold.
Only one little gripe is that the Punt Rd one is actually on Hoddle St. (one site is near the Eastern Freeway – saw it last night).
If they’re going to be local and specific they do need to get it right – any Melbournian knows Punt Rd only starts from Bridge Rd…. before that it’s Hoddle St, just sayin’
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Lazy
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The one on Oxford St is a bit disappointing. Something a bit more gay, perhaps?
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