AnalogFolk's campaign for Casella has won the top accolade at IAB (Interactive Advertising Bureau) Australia’s Creative Showcase 7.1 with its 'Perfect Lager Project'.
The campaign was aimed at introducing a new beer into a saturated Australian market, and it did so by getting the Aussies involved. The agencies created a mobile app that gathered information about the beers Australians chose to drink and where they drank them. More than 8,000 Australians voted, providing more than 100,000 data points which were given to the Casella master brewers, who then produced two potentially perfect lagers.The project was picked up by national media publications, which exposed the campaign to 10 million Australians.
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