Effies
Australia
Tapping Into a Sense of Place: How Postcode Play Reignited XXXX at the Point of Pour
Agency
AFFINITY & VML Australia
Client
Lion
Awards
Finalist
Small Budget
Bronze
CX
Silver
Short Term Effects
Case Study
Summary
Facing a sharp decline in sales, XXXX created a highly original on-premise intervention with "Locate the Tin to Win." The campaign transformed every XXXX schooner into a ticket for a 360º postcode-guessing game. This creative idea was engineered to be contagious, hacking pub rituals and social psychology to create a real-world, shared moment. It successfully reasserted XXXX's place in pub culture and flipped decline into growth in just 42 days.
Case study
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Credits
| Chris Allan | Connections Director | Lion |
| Sam Hurwood | Brand Manager | Lion |
| Kalpesh Boricha | Assistant Brand Manager | Lion |
| Alice Theodosi | Customer Activation Manager | Lion |
| Therese Watts | Customer Marketing Manager | Lion |
| Luke Brown | Group CEO | AFFINITY |
| Dani Collins | Senior Strategist | AFFINITY |
| Lukass Strungs | Senior Advisory Manager | AFFINITY |
| Welton Zhao | Digital Design Lead | AFFINITY |
| Mac Radinoff | Full Stack Developer | AFFINITY |
| Griffin Parsons | Delivery Manager | AFFINITY |
| Vaughan Townsend | Executive Creative Director | AFFINITY |
| Paul Fitzgerald | Experience Design Lead | AFFINITY |
| Fong Ong | Senior Art Director | AFFINITY |
| Peter Mountford | Senior Copywriter | AFFINITY |
| Annabel Kulich | Group Account Director | VML |
| Sophie How | Account Director | VML |
| Adam Procter | Strategy Director | VML |
| Matthew Austin | Creative Director | VML |
| Nate Martin | Art Director | VML |