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Victoria Bitters

Following on from the Cricket World Cup 2015 win Carlton & United Breweries (CUB), in conjunction with MediaCom, has took to the streets to applaud the Australian cricket team by posting congratulations messages on several Elite Screens, APN Outdoor’s digital billboard portfolio.

Running under CUB’s Victoria Bitter brand, who are a major sponsor of the Australian cricket team, the creative went live on the afternoon of Monday March 30 – less than 24 hours after the victory was claimed.

The creative ran on high-impact Elite Screens across the country utilising the iconic Y&J site in Melbourne, The Darling and Airport Entry Gantry in Sydney, plus the Airport Entry Gantry in Perth.

Kirt Daunt, Senior Brand Manager, Victoria Bitter commented: “At Victoria Bitter, we believe in reward for effort and hard work. And as part of the extended cricket family, we wanted to say congratulations to the Aussie cricket team right after their big win on Sunday night. This was made possible by utilising digital billboards in high impact locations across the country.”

Mark Fairhurst, General Manager – Sales, APN Outdoor commented, “One of the many strengths of digital outdoor is the ability for time/day specific messaging. This execution goes a long way to demonstrate the real-time opportunities and creative flexibility that we offer advertisers via our Elite Screens portfolio. We were very happy to assist CUB congratulate the Australian cricket team on their well-deserved World Cup win.”

CUB’s VB Cricket World Cup execution will be live on APN Outdoor’s Elite Screens digital portfolio for one week.

Objectives
As a Cricket Australia sponsor, VB wanted to take to the streets with their celebratory World Cup congratulations immediately after Australia took the win. The objective was to see the creative reach mass audiences under real time creative constraints.
Methodology
One of the many strengths of digital outdoor is the ability for time/day specific messaging. The choice to run the creative on APN Outdoor’s high-impact Elite Screens across the country (Y&J site in Melbourne, The Darling and Airport Entry Gantry in Sydney, plus the Airport Entry Gantry in Perth) meant VB was able to spread their message with the real-time creative flexibility.
Key results
The creative went live on the afternoon of Monday March 30 – less than 24 hours after the victory was claimed.
Information
Category
Alcohol
Date
March 2015
Target
Mass Audience
Formats
Elite Screens
Other media
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