Mon, 28 May 2018 02:05:50 GMT
Australian beer, Hahn, has unveiled a new brand platform this week; 'Hahn - Now You're Talking,' via Ogilvy Sydney, positioning itself as the beer that celebrates conversations between mates over a beer, across the country.
The new platform is backed by a $12million integrated campaign called 'Beer Banter,' which also launches this week. To start the conversation rolling, a new TVC will elevate one great pub discussion - What is the most epic pub anthem ever? - to epic proportions. Other elements including OOH, PR, social and digital will also roll out over the coming weeks.
Ogilvy Sydney ECD, Derek Green, said the launch of the new campaign coincides with the 30-year anniversary of the launch of the Hahn brand back in 1988.
Says Green: "There's nothing more Aussie men love than a bit of banter over a beer with their mates discussing all of life's big, and not so big issues. So the 'Beer Banter' campaign, across all its executions, takes a good look at these conversations and the connections they have always had, and will continue to have with a beer like Hahn."
Green said in addition to the TVC and supporting elements, hundreds of 'conversation starters' featuring provocative questions will be seen under Hahn bottle caps and on pub coasters as part of an amplification in conjunction with Geometry Global. "These questions will get pub conversation flowing as freely as the beer. From 'Who is the greatest ever action hero?' to 'The fast bowler you'd least like to face?' and even 'You're a pro-wrestler. Your theme music is?' Hahn invites all these conversations to take place over an icy cold beer."
Lion portfolio marketing manager, Amy Darvill, said the objective of the campaign is to inject a bit of fun back into the beer category, and remind consumers how good it is to get together with their mates and have a laugh over a great tasting beer.
Says Darvill: "Hahn is unashamedly a big and popular Australian beer brand, and while busy lives might sometimes get in the way, what's a bigger or more popular pastime than catching up with mates for a beer in a pub or over a BBQ? We want this campaign to get this simple pleasure back on everyone's radar.
"We also love how we are bringing back our focus on taste - something that has been absolutely core to the Hahn range of beers since it was but a twinkle in Chuck Hahn's eye 30 years ago. It is part of who we are - anyone who enjoys a schooner of Hahn SuperDry will agree - so let's celebrate it."
Music Company: Song Zu
Music Supervision: Donna Fitzhenry @ Music Mill
Edit Company: ARC EDIT
Editor: David Whittaker
Producer: Olivia Carolan
Post Production Company: Nakatomi
Colourist: Trish Cahill
Production Company: FINCH
Executive Producer: Karen Bryson
Director: Alex Roberts
DOP: Lachlan Milne
Producer: Catherine Anderson
Managing Director: Corey Esse
Audio Production: Song Zu
Media Agency: UM
Client Group Director: Natasha Cleak
Strategy Director: Jack Bellamy
Partnerships Director: Lorena Chiarella
Connections Director: Ashleigh Vogel
Account Director: Ola Moszumanska
Creative Agency: Ogilvy Sydney
Strategist: Isabella Rago
Executive Creative Director: Derek Green
Group Account Directors: Ben Frost
Senior Account Manager: Zach Audsley
Chief Strategy Officer: Toby Harrison
Senior Creative: Andy Cooke
Head of Strategy: Ryan O'Connell
Broadcast Producer: Renee Nadin
Categories: Beers, Alcoholic BeveragesOgilvy Australia, Mon, 28 May 2018 02:05:50 GMT