Carlton Dry

Station: Triple M, Melbourne Campaign Type: Promotion Promotion Timeframe: 2 weeks Target Market: 25 – 39 yrs, 40 – 54 yrs

Background/Brief

Carlton Dry briefed all media about their ‘Shout Your Share House’ promotion where entrants could win a year’s worth of free rent and utility bills by buying a carton of Carlton Dry and entering online. They were investing heavily in ATL and BTL media.

Campaign Objectives

• Create noise about the promotion.
• Find a media partner to deeply integrate the promotion within content.
• Increase brand awareness of Carlton Dry.

Insights and Solution

“The Rush Hour Carlton Dry Share House” Triple M Rush Hour’s James Brayshaw and Bill Brownless relived their youth by living together and broadcasting their show from their own share house for a week. They hosted a series of events including a ‘girls night’ where listeners were invited around to get their nails done and watch The Notebook and hosting their own frat party complete with a Jacuzzi and table tennis tournament. With a combincation of online and on-air content, the show proved to be an ideal platform to promote the Calrton Dry Share House promotion.

Results

• Brand awareness for Carlton Dry was over 280,000 people in Melbourne who tuned into the Rush Hour.
• Carlton Dry’s key 25-54 male demographic increased from 127,000 to 147,000 on the previous survey.
• The Rush Hour experienced a total drive share increase from 7.2 to 8.4.\

Download this Case Study as PDF

“Carlton Dry has perfect synergy with Triple M, so we will definitely work with them again in the future”


Mick McKeown, Senior Brand Manager – Carlton Dry.
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