Client: Carlton DraughtProject: Big ad
Agency: George Patterson Y&R, Melbourne
The Ad:
In this ad you see hundreds of men with robes in different color running towards each other like in an ancient battlefield that looks like a scene from Braveheart. While running towards each other they are singing how big this ad is. In the final scene you see it from the sky and the men in the different colored robes is formed like a human drinking an Carlton Draught.
This one of my favorite ad and got all the right elements that a successful ad should have.
Background/overview:
Carlton Draught is an Australian beer manufacturer. The advertisement was aired for the first time in August, 2005. But before that it was posted on the web. The ad agency chooses to do a viral marketing to get people to talk about the commercial before it would air on TV. And it worked, about half a million people had seen the commercial before it aired. Most beer commercial is often alike and that’s why you need to differentiate yourself from the others so you are able to catch your audience attention.
The purpose of this ad:
The purpose is to make people aware of the beer Carlton Draught. The viral marketing
made people aware of the commercial before it air on TV. By doing this people would go online just to see what everybody was talking about.
Target audience:
The target audience is men at the age 18 or 21+, depending on the drinking age in the country the commercial air in. The reason that the main target is men is because they are the larger consumers of beer. Carlton Draught is a regular beer which means that the target does not care that much about other substitutes, like light products with less calories. People with a relaxing, easy going lifestyle should drink it this beer.
Most important thing to say:
At the end of the commercial the slogan says: made from beer. People that consume this product just want a draught beer, nothing else, light products or flavored beer. Again the main point is to gain awareness. Carlton Draught may be known in Australia, but some countries may not have heard about it before.
Supporting rational and emotional reasons:
This would be that beer is refreshing and tasteful, perfect to have after work, when you watch a game or just want to relax. It should also have the “join the gang feeling” like when you hanging out with your friends and having a beer.
The purpose is to make people aware of the beer Carlton Draught. The viral marketing
made people aware of the commercial before it air on TV. By doing this people would go online just to see what everybody was talking about.
Target audience:
The target audience is men at the age 18 or 21+, depending on the drinking age in the country the commercial air in. The reason that the main target is men is because they are the larger consumers of beer. Carlton Draught is a regular beer which means that the target does not care that much about other substitutes, like light products with less calories. People with a relaxing, easy going lifestyle should drink it this beer.
Most important thing to say:
At the end of the commercial the slogan says: made from beer. People that consume this product just want a draught beer, nothing else, light products or flavored beer. Again the main point is to gain awareness. Carlton Draught may be known in Australia, but some countries may not have heard about it before.
Supporting rational and emotional reasons:
This would be that beer is refreshing and tasteful, perfect to have after work, when you watch a game or just want to relax. It should also have the “join the gang feeling” like when you hanging out with your friends and having a beer.
Mandatory Elements, helpful information and insights:
Mandatory elements for this commercial is that it's creative, gets your attention and is funny. It also creates a curiosity that make you want to see the whole ad.
Schedule:
1. Post it on the internet and try to create a buzz about it.
2. Air it on TV
This was a clever thing to do, by posting it on internet they could see who the reaction was before airing it on TV. They got their attention by people that starting to talk about the commercial, and this triggered media started to write about it. So Carlton Draught gained the awareness it was looking for.
http://www.youtube.com/watch?v=LGJiTpBBD18
Pictures:
http://www.sense-datum.org/tim/images/carlton_draught.jpg
http://www.bandt.com.au/news/images/17/24007c17.JPG
http://www.smh.com.au/ffximage/2006/04/16/carltonad_wideweb__470x375,0.jpg
