Toohey's Extra Dry - The Trials
Challenge
The most recent TVC for Tooheys Extra Dry (TED) told through to achieve the perfect ‘clean, crisp taste’. Our aim was to build on this, and to show that while TED is an innovative and cool brand, it also has a sense of humour.
Solution
We developed a series of webisodes that showed the failed experiments the farmer had previously conducted in his quest to create the perfect Tooheys Extra Dry. Outdoor sites in metro areas were made to look like the inside of the farmer’s shed, and were fitted with a LCD screen that allowed pedestrians to view video footage of the farmer’s experiments. People could download the webisodes to their mobile phone via Bluetooth, and they were invited to visit the website harvested.com.au to view more trials.
Results
In just 14 days, the 32 TED outdoor sites prompted 35,108 responses via Bluetooth, and a webisode video was downloaded almost every 2 minutes. This made it the most successful interactive outdoor campaign the media company had ever run. Within eight months, the harvested.com.au website had received 210, 875 unique visitors. This helped grow Toohey’s Extra Dry consumption the story of an eccentric farmer and the process he went by 27%.