To drive deeper connections with its drinkers, we had Great Northern reclaim Father’s Day and drive reconnection between drinkers and their fathers by reminding them of those initial bonds forged in the outdoors, and inspiring them to spend time, not money, with their dads this Father’s Day.
To achieve this we created ‘The Great ReCamp’, inspiring Australians to take their dads camping again for Father’s Day.
Partnering with Aircamp (campsite aggregator) we created a database of over 7000 campsites across Australia populated by descriptions, photos and reviews.
This data enabled us to design a geo-booking and invitation-generator for people to create their own personalised Father’s Day invites tailored to fishing, camping or getting off the beaten track.
The campaign started with a powerful piece of content that followed a case study of a real father and son as they went outdoors again for the first time in 18 years.