Crowdsourced Beer wins IAB’s Creative
AnalogFolk's campaign for Casella has won the top accolade atIAB (Interactive Advertis
ing Bureau) Australia’s Creative Showcase 7.1 with
its 'Perfect Lager Project'.
Australians are still voting to choose between Arvo 35 and 51
The campaign was aimed at introducing a new beer into a saturatedAustralian market, and it did so by getting the Aussies involved. Theagencies created a mobile app that gathered information about the beersAustralians chose to drink and where they drank them. More than 8,000Australians voted, providing more than 100,000 data points which weregiven to the Casella master brewers, who then produced two potentiallyperfect lagers.The project was picked up by national media publications, whichexposed the campaign to 10 million Australians.