Great Northern launches The Zero G Network via Clemenger BBDO Melbourne
Great Northern Brewing Co has launched a new initiative to protect remote pockets of the great outdoors from mobile coverage, developed with Clemenger BBDO Melbourne.
In creating ‘The Zero G Network’, Great Northern mapped 35 Zero G locations across the country, launching an interactive map encouraging people to get outdoors and offline. Users can also nominate their favourite remote locations for inclusion, creating a crowdsourced database of Zero G locations.
Other assets:
Launch film 92″:https://www.youtube.com/watch?v=BLcIxB7NRjk&t=8s
The integrated campaign has launched with online films, influencer partnerships, OOH, print and an interactive website, as well as a national PR campaign.
The influencers engaged for the campaign will visit Zero G locations, and not influencer. Instead, they will remain offline, encouraging their audience to do the same and take time to disconnect from their phone.
“We’ve never relied more on technology than we do today. While being connected to the world from just the palm of your hand is keeping us more connected than ever, it’s also incredibly beneficial for us to get away from our phones and to disconnect and take a break from technology” said Hugh Jellie, marketing manager at Great Northern Brewing Co.
“Research shows that we all spend too much time on our phones, and it’s not as easy as just switching off. The Zero G Network is a way to protect remote pockets of the great outdoors where we’d can go to escape it all.”
Great Northern commissioned research that found half of Australians (49%) have tried to limit the amount of time they send on their mobile phones, and 35% said their phones prevented them from being present in everyday life.
With 5G expected to reach 95% of the Australian population by 2025, soon it will be difficult to escape mobile coverage.
“For years we’ve protected select areas of the great outdoors from the physical effects of urban development, but as the digital world continues to spread into every corner of our lives, the time is fast approaching where we need to have some tech-free sanctuaries too.” said Jim Curtis, executive creative director at Clemenger BBDO Melbourne.
In September last year Clemenger BBDO Melbourne launched a campaign for CUB celebrating the pub, shortly after Clemenger BBDO Melbourne’s appointment of Scott Balalas as general manager and CUB lead in April.
Credits
Client: Carlton & United Breweries
Marketing Manager, Great Northern Brewing Co: Hugh Jellie
Brand Manager, Great Northern Brewing Co: Verity Jackson
Assistant Brand Manager, Great Northern Brewing Co: Benjamin Haysman
Creative, PR & Influencers: Clemenger BBDO Melbourne
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