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West End Draught Seeks To Claim Land For South Australians


BMF lay a 160 year old dispute to rest

West End Draught Seeks To Claim Land For South Australians

West End has unveiled the second installment of ‘The Reclaim’ with the release of a new TVC this week. Following the launch of this tounge-in-cheek campaign in 2013, the second phase announces that South Australia’s West End Draught, intends to put words into action in re-marking the disputed South Australian/Victorian border.

Since ‘The Reclaim’ campaign, which includes TV, media, digital and PR elements launched, South Australians have rallied behind the idea to take back 500-square miles of land along the border, known as ‘The Disputed Country’, that was given to Victoria when the border was marked some 160 years ago.

A resounding 88 per cent of South Australians who have voted on ‘The Reclaim’ website to date are in favour of West End taking back the land that was lost to Victoria – extending a clear invitation to those Victorian’s, who are really meant to be South Australian’s, to join them in enjoying the best of South Australian lifestyle.

Jack Mesley, Marketing Manager for West End Draught, says: “We were taken aback by the enthusiasm behind our launch earlier this year of ‘The Reclaim’ campaign, so we decided to focus our attention on building the campaign story further and helping South Australians claim back what they believe is rightfully South Australia.  As South Australia’s number one beer, we’re looking forward to launching this fun, tongue-in-cheek campaign, to re-mark the border and celebrate what’s great about the South Australian lifestyle.”

Developed by Lion in collaboration with BMF, the second TVC continues with a tongue-in-cheek creative that features “Bob” the border marker, embarking on his line-marking journey through remote parts of ‘The Disputed Country’ with his “high-tech” border marking contraption. Bob can be seen setting out on a dusty road to skillfully re-mark the 448.7km border and put things right once and for all - what a legend!

The TVC will be followed by PR events to bring to life The Reclaim with some special light-hearted ‘Re-Marking Ceremonies’ at border locations in South Australia.

The campaign’s ongoing digital component includes a dedicated website, which houses the first TVC, video interviews with Bob Dunn, our West End historian, and interactive content which encourages visitors to join ‘The Reclaim’ campaign.

Along with the TVC, the West End border re-marking campaign will be supported by outdoor, digital and PR.


Agency – BMF

Digital – The White Agency

Media – ZenithOptimedia

PR – Res Publica

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Genres: Comedy

Categories: Alcoholic Beverages, Beers

BMF, Tue, 22 Apr 2014 13:53:54 GMT