Urban Purveyor Group launches digital focused campaign for Oktoberfest via Channel Zero

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Screen Shot 2014-08-29 at 9.26.09 am.jpgUrban Purveyor Group has revealed they will be kicking off Oktoberfest celebrations in September with a tongue in cheek campaign via Channel Zero, designed to tell the true story of Oktoberfest.

 

This years’ Oktoberfest campaign is driven by market insight that Australians are unaware Oktoberfest starts in September. It is a fundamental shift for Urban Purveyor Group, moving its media content away from the traditional forms and into the digital sphere. The brief was a content lead campaign, driven by an engaging video – an uncharted medium in the hospitality industry.

Says Daniel Hopkirk, marketing director: “The idea behind this year’s Oktoberfest campaign was to remind consumers of the sense of fun that Bavarian Bier Café, Löwenbräu Keller, and now Munich Brauhaus carry as the leaders in everything Oktoberfest. Our anti-hero Australian guys training for Oktoberfest supported by the Bavarian girls was a great way to tell the story of Oktoberfest in a jovial and relevant way. Driving this campaign in a digital direction is rare for a hospitality group of our size, and an indication of the moving consumer engagement trends.”

 

The campaign will see the content seeded across social networks, mobile, YouTube and brand screen, in addition to a concurrent radio partnership with Nova Entertainment.   

 

Focused on the Anti-Hero Australian bloke, and a couple of attractive Bavarian Frauleins, the Oktoberfest campaign reminds Aussies of the greatness that comes around for one month only (or a little longer…) a year. Playing on the seriousness in which Bavarians take their Oktoberfest preparation, the campaign centres on getting ready as early as possible to properly train for the festivities.

 

Bavarian Bier Cafés, Löwenbräu Keller and the recently opened Munich Brauhaus in Melbourne will have Oktoberfest activities in full swing from 19th September encouraging guests to don their lederhosen, dirndl or Bavarian hat (Tirolerhute), sample limited edition Oktoberfest bier, and eat a traditional Oktoberfest lunch all served by buxom women dressed in Bavarian dresses. Launching festivities with bier keg tapping, venues will be buzzing daily with traditional games such as nail hammering, stein carrying competitions and drain-the-keg Sunday’s will round off this ultimate cultural experience.

 

The Oktoberfest campaign also kicks off The Hunt – a nationwide search in local venues for Australia’s Prince & Princess of Oktoberfest who will eventually battle it out to be crowned King and Queen of Oktoberfest.

 

Löwenbräu Keller, Munich Brauhaus and Bavarian Bier Café are located at various locations across Australia including Manly, Bondi Beach, Melbourne, Broadbeach and The Rocks.