James Boag launches ‘lost water’ promo campaign
James Boag has found another angle to push its made-from-Tasmanian-water proposition with a promotional campaign built around the idea that its main ingredient has been lost.
Cryptic clues as to where the water can be found have been dispersed on Twitter, on James Boag’s Facebook page and YouTube.
Those who take part in the search for Tasmania’s ‘lost water’ stand to win $10,000.
“We wanted to drive awareness and find a quirky way to bring attention back to the long-running campaign, ‘From the pure waters of Tasmania’,” Lion Nathan brand manager Ralph Simpson told Mumbrella. “We’re taking a guerilla approach, engaging our 9,500 fans of core adorers.”
The campaign was devised by Holler Sydney.
The below-the-line work is running in tandem with TV campaigns for James Boag – created by Publicis Mojo – which also pushes the pure water message.
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