MOJO CREATES BOAG’S BEER PIPELINE

Lion Nathan today announced the first creative execution for Boag’s Draught, The Great Tasmanian Pipeline. The campaign, created in partnership with Publicis Mojo Sydney, officially launches the arrival of Boag’s Draught on tap to mainland Australia. 

The campaign is based on a “massive green, inter-connected network” which pumps Boag’s Draught from Tassie to Tap – fresh from the iconic Boag’s Brewery in Launceston, Tasmania, across the Bass Strait and directly to mainland venues. Pipe installations are currently under construction on various bars and pubs in Melbourne, Sydney and the ACT with more venues will be signing up over the next few months.

According to Arno Lenior, Lion Nathan Premium Category Director, the campaign is designed to highlight Boag’s Draught’s availability on the mainland, as well as communicates the product’s Tasmanian heritage credentials in a unique and entertaining way.

“Mainland Australia has been denied the taste of a freshly poured Boag’s Draught for too long,” said Arno. 

“The Great Tasmanian Pipeline campaign talks to beer drinkers in an engaging and creative way, communicating the very simple message that the Boag’s Draught being poured at on-premise on the mainland is direct from the Boag’s Brewery in Launceston,” said Arno. “The Tasmanian brewing credentials are Boag’s Draught’s point of difference, so it was important to convey that message in the right tone.”

Says Micah Walker, Publicis Mojo Sydney Creative Director:  “The Great Tasmanian Pipeline idea is a simple, unexpected way to give the arrival of Boag’s Draught on the mainland some news and talk value. The idea of beer literally linked and pumped from its source straight to your local, and all of the project detail around it – from construction films and notices to actual physical pipes and pipe workers – just reinforces Boag’s commitment to bringing you great beer.”

A faux public awareness campaign, consisting of fly postings, venue posters and informational pamphlets, will also roll out over the coming weeks. Designed to be tongue-in-cheek, the public notices and pipeline collateral informs the community of the infrastructure project, allays any public concerns and communicates why such a pipeline is a worthwhile endeavour.

A heavy burst of online and rich media banners lead consumers to www.boagspipeline.com.au, a dedicated website created by Publicis Digital, which features a pipeline project manager who gives tours of the inner workings of the project via videos, newsfeeds and updates. The site also features online consumer promotions and product give-aways. 

Targeted emails, a WAP site and a Facebook group keep loyal Boag’s consumers informed regularly of the pipeline’s progress via updates and newsfeeds, including footage of the large green pipeline under construction. 

As for the pipeline itself, the first green Boag’s branded pipes have emerged from the main underground network, bringing Boag’s Draught straight into venues such as the Slip Inn in Sydney and Crown Casino in Melbourne, with continued expansion planned. 

The campaign will be supported by a PR and communications campaign developed by Zing – details to follow in coming weeks.

CREDITS: 

Lion Nathan 

Sean O’Byrne – Account Director Online PR