Summary
In 2022, TABOO created Coopers Brewery’s biggest marketing campaign in 160 years. We put the spotlight of a national integrated campaign on the time-honoured but little-known ritual that makes Coopers truly unique – “the Coopers roll”. Because Coopers unique fermentation process leaves sediment at the bottom of each can, bottle and keg – rolling a Coopers allows the full flavour of the beer to be released. Each element of the campaign carried a simple, clear and compelling message – ‘Roll the Beer, Unlock the Flavour”, in the most entertaining way possible.
Running across key summer months, the campaign included a Hero Film which ran on TV and digital, OOH, an augmented reality mobile game, extensive digital displays, a Broadsheet and Pedestrian media partnership and the release of the originally composed single “Roll On” on vinyl and released via a guerrilla-style marketing campaign.
Results
- Digital Engagement – 68.6k Clicks, 27.8m Impressions
- The Roll Game – 29k unique users, 5min 4sec average time, 477k sessions
- The Roll Game Campaign – Total impression over 80 million
- Online Video Engagement – 10.2m Impressions
- Cinema Engagement – 883,919 viewers
