The Great Australian Trek
We brought an incredible story to life for the adventurous beer drinker.
Based upon the resurrection of the world’s oldest surviving beer, the idea for Survivor’s Ale was to relive the wild adventures of 17 shipwrecked sailors in 1797 and bring to the life the experience in 2019 through soul-smacking story telling.
In partnership with UM, we engaged the target demographic of beer drinkers (men aged 18-65 years old) through a media partnership with We Are Explorers whilst elevating awareness of the James Squire masterbrand.
“Working with Henry and the WAE team was an epic experience. From day one they added value in all conversations and helped us truly understand and navigate the outdoors. They were a key stakeholder contributing to the success of this campaign from an operational and content output point of view and I look forward to partnering with them on the next adventure.”Jonny Day – Connections Design Director (UM Worldwide)
The results? A mind-bending content suite with a CPM of $1.81 on We Are Explorers
Collaborating with media agency, brand and PR agency we delivered a highly successful activation and media campaign.
We crafted a 10 day adventure for 3 winners delivering a 90 second hero video, 15 second cutdown and image library for James Squire to also use across their digital and online channels. This was supported by social media takeovers, custom EDM and a 3 part editorial series capturing the journey.
The result was a campaign that made over 1.1m impressions with a CPM of $1.81 and engagement rate of 18.9%.