Many of Sydney’s best-selling beers either hail from inter-state or overseas. So, independent brewer, Sydney Beer Co, sought to encourage Sydneysiders to support their city and capture drinkers’ imagination in the lucrative summer season.
We launched a hunt to fill a world-first role – a Chief Clock-Off Officer – seeking someone who could call on Sydneysiders to enjoy better summer drinking experiences.
We also created the Summer Price Index, incentivising drinkers with discounted beer when the temperature reached 30 degrees – Sydney’s summertime average.
Activity was amplified through earned and owned media, supported by digital content, including a ‘Beer Weather Forecast’, outlining beer drinking conditions.
The job role generated significant national and international media attention, resulting in 17,000+ searches. The Summer Price Index enabled the brand to increase its distribution and reach new drinkers.
The campaign helped the brand gain cut-through and sell thousands more units during a highly competitive summer.