The Great Recamp
Great Northern Brewing Co. is a beer specifically crafted to be enjoyed in the great outdoors, and for many Aussies the fondest memories of the great outdoors were spent camping with Dad. So on Father’s Day we urged people to put down the gift socks and invited them to get out there and relive an old camping memory.
Campaign Overview
Film
We launched with a story, in the lead up to Father’s Day, telling the emotive, true story of father and son, Luigi & Daniel.
Digital Tool
A personalised invitation tool was created to enable people to find that perfect campsite from thousands of options Australia-wide. From there a custom video invite was created, which was sent to Dad in time for Father’s Day. We curated a database of over 7,000 campsites across the nation, while a geo-specific booking and invitation engine let people created personalised invites to get together in the great outdoors.
Social
Social posts primed the audience and got them talking about their favourite camping trips.
Impact
5% increase in sales
1 MILLION video views
1000 camping trips booked
43 MILLION people reached
Credits
Agency - TBWA\ Sydney
Brand - Great Northern Brewing Co.
Director - Patrick Fileti for 13CO
Stills - Andrew Watson
Production - BOLT