The Brand
Eumundi Brewery
The Media Owner
SCA
The Objective
To raise awareness of the Eumundi Brewery specifically in the Sunshine Coast and to position itself within the market as a key local craft beer.
The Execution
A spectacular audio solution, including drive integration with Todd & Sami and commercial radio placement, was crafted which involved partnering with Eumundi’s local station, MIX 92.7.
This was supported by digital audio geo targeted to Sunshine coast via SCA and SoundCloud, digital display inventory and social content.
Eumundi Brewery’s strapline, ‘It’s Pretty Good Here’, was amplified through a competition and live event to recruit local musicians to write and produce a song detailing why Eumundi and it’s surrounds are just so good.
The Results
- Looking at the outcome of what was delivered we can showcase that a 16 week audio campaign over the summer period delivered across all sectors:
The Pretty Good Song promotion really cut through with listeners, with a total campaign recall of 89% - When asked about the main messages of the ads they had heard or seen for Eumundi Brewery, 75% of respondents mentioned some element of the promotion, with 40% actually mentioning the ‘It’s pretty good here’ tagline
- 53% of people took a form of action as a result of campaign
- 240 unique song uploads to competition page, with 1,146 unique page views
- Live Performance and airplay across Mix92.7 for finalists
- 2,258 votes on favourite songs, 6442 unique page views
- The event gained 540 RSVP’s in a town with a population of 2000
- All songs uploaded into a Lion created Soundcloud profile for evergreen content with currently 2461 plays
- 20 various pieces of video content created for Lion & Mix92.7 social channels delivering over 445,000 online views
- Post campaign, to continue the momentum, Lion and the Imperial Hotel continued having artists perform. Needing to take this to a virtual space, the Eumundi ‘Pretty Good Song Series’ concept was born, having top entries from the campaign provide virtual live performances across the Eumundi social channel with, to date, over 194,000 views
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