Carlton Draught BIG AD Presented by Lauren Lucas

Creative Strategy • “There are many ways to convey an advertising message. A creative strategy determines what the advertising message will say or communicate”. • “A great ad is a joy to watch time and again and often expensive and grand. Although some companies spend millions on advertising, and produce award winning ads, this doesn’t guarantee success”.

Creative Strategy • In the field of beer, competing brands are so similar that it is difficult to find or create a united attribute or benefit to use as the main selling idea. All beers are basically the same; malt, hops, water and so on. These beer companies have to use something other than the basic ingredients to market their beer.

Creative Strategy • Advertising is used to establish or “position” a product or service in a particular place in the consumers mind. The interesting thing about this ad is that it doesn’t talk about the taste of beer or how it is made, but rather, wants to get the beer’s name out there and although some may not remember the brand or name of beer, most will remember the ad.

Objective of the Big Ad • • What is the objective of the Big Ad? The obvious answer would be ‘to sell more beer’. AIDA Model analysis, four stages - Stage 1. Attention: The Big Ad draws the attention of the viewer by the first scene—that of a strangelydressed character in an unusual setting - Stage 2. Interest: After the opening scene, the ad goes on to show the different people, dressed in the same unusual attire but of different colours, marching and chanting. This technique, with the building up of music and excitement, and possibly tension, grabs the interest of the viewer to see where the ad will lead.

AIDA ANALYSIS • • Stage 3. Desire: There is a sense that, as the marching people form the shape of a Carlton draught beer which is subsequently swallowed, this could spur viewers on to desire to do the same. Is this stimulus enough to create desire? Stage 4. Action: As a result of the desire created by the Big Ad, viewers may remember next time they go out shopping to purchase Carlton draught. Once again, however, is this ad enough to create action?

Hierarchy of effects • The Big Ad can be closely tied to stage one of the model, the analysis will focus on the knowledge & awareness stage. • Some of the words that come to mind when thinking of Carlton Draught in light of those ads are ‘fresh’, ‘unique’, ‘smooth taste’ and ‘quality’. The Big Ad relies on viewers’ previous knowledge of the brand image and product. It moves more into the affective region, with a dramatic scene and stirring sound and clever concept. It aims at the liking and preference stages of the model. • Evidently, then, the intended viewers have had contact with Carlton Draught in the past, and probably sampled it. The ad’s objective is to persuade them to re-purchase.

The Message • According to Carlton Draught, the “Big Ad” is based on the idea that we shouldn’t take ourselves or our beer too seriously. The theme was first introduced in the “made from beer” campaign which featured no explanation, but displayed a very dry and deprecating style of humour.

The Message • The end of the ad is the final image where the united army is toasting in celebration with a Carlton Draught in hand. The message, delivered with refreshing honesty and humour, is clear - Carlton Draught is just a good, honest beer and yes, we want to you to buy it!

Unique Selling Proposition • Carlton Draught’s strategy is basically “a good honest beer” and the “Made from Beer” line suggests exactly this, telling it like it is. “They’re kind of bold and honest”. • This ad makes the proposition to the consumer ‘buy this product, and you will get this specific benefit’. This can be seen at the end of the ad where by toasting to a Carlton Draught beer, being around friends and celebrating. • Advertisement is linked to the brand’s involvement with their AFL sponsorship.

Advertising Appeal • Carlton Draught’s Big Ad is highly infectious. The ad is entertaining, humerous, imaginative and creative. • The ad capitalises on the engagement of the audience and provides a meaningful brand experience beyond mere entertainment, it generates brand awareness. • The chant gives a dramatic urgency to the action and causes you to start reading the subtitles to see what they’re singing. And those words are very funny.

Target Market The Big Ad targets the average everyday bloke in the 20 -30 year age bracket. -Aimed at sports fans i. e. footy fans, in particular AFL supporters. - The Big Ad was made by recruiting CD consumers by advertising for ‘army recruits’ in pubs. - Brand loyal Carlton Draught consumers

Previous Campaigns • “Made from Beer”

Previous & Future Campaigns • As with the Big Ad, previous CD campaigns have involved nonsensical approaches, continuing theme of appeal to the selected target market. • Plans for remedying this approach will not change in future advertisements as the brand is collectively trying to maintain its current position by using continuity such as the use of dry humour throughout their campaigns.

Questions • Thanks for listening!