VB to promote inspiring Aussies as cricket campaign moves away from gadgets
After several summers of gadget-led marketing VB is taking a more personal approach with the launch of its summer cricket campaign.
CUB’s biggest selling brand has taken a leaf out of its successful State of Origin effort which saw the names of punters inserted into the logos on players’ jerseys during the NRL flagship series.
https://www.youtube.com/watch?v=3RVSysLYVv0
This time the brand will seek stories of inspiration from Australians on people who have inspired others through their hard work.
Tying directly back to the “Hard Earned Thirst” line, the winners will have their names on the uniforms of the Australian team as they play in the Victoria Bitter One Days Series.
The cricketers themselves have already nominated the people who have inspired them and their stories will be used as part of the promotion to get Australians submitting nominations. The campaign features a set of vignettes which show each of the players involved telling their ‘unsung hero’ they will be featuring on their team shirt.
Louise Thiele from CUB said the the campaign fit perfectly with the brand’s ethos.
“Often there are people in your life who need more than a thank you and we feel this a very ‘Victoria Bitter’ way of paying homage to the hard work many people do to support others,” said Thiele.
Nominations for for a “spot on the Australian team” can be made through the VB website.
Over the past several years VB has developed a reliance on gadgets for its summer cricket promotions, ranging from a scoreboard watch last year, to a mini scoreboard the year before.
The entire gadget franchise was kicked off in 2005 when VB launched the spectacularly successful Talking Boonie Doll which interacted with live cricket broadcasts on channel Nine.
Simon Canning
Credits:
Agency: Apollo Nation, Haystac, Clemenger, Mediacom
Writer: Hugh Jellie
Victoria Bitter Brand Manager: Louise Thiele
Director/Producer: Dean Codrington
Production Co: 9mm.
