Bring It Home

Client: BWS | Role: Senior Creative, Storyboards

Background

Beer and footy. An iconic duo. To boost their market share amongst footy fans, BWS asked us to develop a fresh campaign platform for their official partnership with the AFL for the 2024 season. Running alongside the campaign was a consumer promotion – a simple shop-to-enter sponsored by Carlton United Breweries – to drive revenue at the end of the season.

Idea

Bring it home was born from the idea that the best seat in the house is your own couch. A call to action to do game day your way, and a celebration of the real home-game advantage. And with AFL legend Daisy Thomas on board, we dug deep into the stuff Dream Grand Finals are made of to develop a consumer promo that went beyond your average shop-to-enter.

Impact

By the close of the 2024 AFL season, BWS grew market share among footy fans by 3% year-on-year, driving over $700k in direct sales and increasing target consideration to 27% (a five-point boost from campaign launch). Dream Grand Final Party lifted sales of CUB products by 14% and outperformed total category growth for the year.