Great Northern turns Instagram posts into radio spots with InstaRadio launch via Clemenger BBDO

Carlton & United Breweries’ Great Northern Brewing Company has launched a national radio campaign via Clemenger BBDO Melbourne, that sees the brand turn Instagram posts into radio spots, and then back into Instagram posts.

Targeting specific regional communities, InstaRadio was inspired by the thousands of Australians who love posting photos on Instagram of themselves sharing a Great Northern with their mates in regional Australia.

The campaign sees the best of these photos brought to life on radio, with the moments translated into a script read by Australian actor, John Flaus.

The radio spots capture the sounds of the locations and celebrate the Australian landscape being enjoyed with a Great Northern in hand. The ads will be broadcast in the same places the photos were taken.

Finally, the audio is placed back over the top of the original image and shared by Great Northern via Instagram stories.

Some of the iconic locations featured in InstaRadio included Wilsons Prom in Victoria, Beachport in South Australia, Cape York in Queensland, the Kimberley Ranges in Western Australia and Cowra in New South Wales.

Local radio partnerships in those regions have been engaged to run the ads and encourage listeners to share their shots for the chance to have them feature in the campaign.

Listen to the VIC spot:

Listen to the NSW spot:

Listen to the QLD spot:

Listen to the SA spot:

Listen to the WA spot:

Says Antonia Ciorciari, acting brand director – contemporary: “We love seeing where Great Northern shows up in people’s Instagram posts right across the country. It has been great to speak to the post authors and hear from them about their special moment with Great Northern and to be able to bring that to life.”

Says Evan Roberts, executive creative director, Clemenger BBDO Melbourne: “As a beer that’s all about connecting in the great outdoors, we wanted to better connect with our Great Northern drinkers at a local level. By creating radio from their posts, we create work that is more meaningful for those communities.”

This is just the start of an ongoing campaign, with multiple bursts of activity planned throughout 2020, making sure Great Northern drinkers from all over Australia get the chance to share their moments with their local communities and beyond.

Client: CUB
VP of Marketing: Brian Phan
Acting Brand Director – Contemporary: Antonia Ciorciari
Great Northern Brewing Co.: Amy Pollock-Hall, Brand Manager
Assistant Brand Manager – Great Northern Brewing Co: Monique Di Gregorio

Creative Agency: Clemenger BBDO Melbourne

Voice Casting and Directing: Eardrum

Sound Design and Mix: Squeak E Clean, Melbourne

View the Instagram images below (VIC, NSW, QLD, SA, WA):