Objectives
- Work with Fosters (CUB) on the launch of new Brazilian beer Brahma
- Create a national seeding campaign that places the product directly into the hands (and mouths) of key opinion formers across the country
- Generate positive WoM and peer to peer communication about Brahma
Activity
- National campaign to support contemporary Australian musicians, artists, performers and fashion designers that embodied the spirit of Brahma and Brazil
- Seed Brahma through this unique network of key influential young consumers
- Product placement, seeding and branding at a series of gigs, exhibitions, and events
Communication
- All activity was supported with PR in tastemaker music, fashion and lifestyle magazines promoting ambassadors
- Ambient activity followed event product seeding whereby Brahma graff artists and stencil street ambassadors were recruited to ‘blam’ the streets of OZ
Results
- Fantastic brand awareness achieved at all feature events
- Through over 1000 stencils in top markets, 20 3D graff works featuring the Brahma bottle and major mobile Graffiti works in each city the brand was seeded on the streets to great effect
