Carlton Draught builds world’s biggest skill tester
On Saturday September 25th, Carlton Draught, is giving Aussies a once-in-a-lifetime chance to get hands-on with the Carlton Draught Magnatron, and win a share of up to $100k in prizes.
The Carlton Draught Magnatron, conceived by agency Clemenger BBDO, Melbourne, is a 10-storey tall super-sized Skill-Tester, set to tower above the Melbourne skyline this September. It features a 30 metre crane with an 18 metre base enclosure, and is filled with $100,000 in prizes, including a Toyota HiLux, a 10 year AFL Grand Final hospitality package and $5,000 cash from a one-of-a-kind Carlton Draught ATM.
Erected in parkland alongside the MCG, the Carlton Draught Magnatron will continue to stand tall right through to Toyota AFL Grand Final day, Saturday 25th September, as the competition winners step up and attempt to extract prizes from the giant contraption.
“The Carlton Draught Magnatron will blow you away,” said Vincent Ruiu, Carlton group marketing manager. “Next weekend fans will bear witness to two once-in-a-lifetime spectacles, the AFL Grand Final and the Carlton Draught Magnatron. As they walk over the bridge to the MCG they’ll find themselves right at the heart of the Magnatron activity, watching as the competition winners take their turn at grabbing hold of the prizes.”
Fourteen lucky winners will have the chance to test their skills, using the Magnatron to swivel, slide and drop down to collect their share of the $100,000 prize pool by placing the crane arm and the electro-magnet into position, before sending it downwards to clasp on their prize and remove it from the enclosure.
The contestants are made up of prize winners selected from the Carlton Draught on-pack promotion and via an on-air radio contest with Austereo Melbourne.
The Magnatron promotion follows in the footsteps of great Carlton Draught initiatives of previous years, including The $200k Mystery Prize, Drop the Bomb and The Plastic Cup.
Agency: Clemenger BBDO, Melbourne
Executive Creative Director: Ant Keogh
Creative team: Luke Thompson & Seymour Pope
Group Account Director: Paul McMillan
Account Director: Mick McKeown
Account Manager: Phoebe Farquharson
Executive Producer: Sonia Von Bibra
Producer: Jason Byrne
Experiential Agency: Traffik
Experiential Account Director: Nick Harvey
26 Comments
Crumbs guys! That’s a goody!
Cool
Awesome idea, well done guys. More great stuff from your agency. I bet the creative that did this has a trendy haircut.
Love the idea, but when is it going to “tower above the Melbourne skyline”?
Either it needs to get growing or those buildings in the background need to get shrinking.
That is a huge erection. Great!
Go Cats!
McDonalds adult playground, anyone?
Oh Alex…you must be so worried about the Cats.
4:54pm wrote, “McDonalds adult playground, anyone?”
Nah, this one’s actually a good idea.
Amazing idea..good work boys
Luke and Sey, you guys just do too much…
MCdonald’s Adult Playground…. that’s a fucking stretch of a comparison if i’ve ever heard one
wow
but hey the idea is one thing – but who do you go to to build something like this?
Is that what we do now? Ides for contests, sales promotions…WTF!
True, it’s big – but it’s just a contest. “Hey,wanna here my cool idea for a contest?’ .
Fuck off.
Wow – it’s like a really big version of something everybody. That’s amazing. Don’t you get it? Making things big is a way to distract people from the lack of an idea. They just go – wow, look at that big thing.
And the relatiionship of this to Carlton’s brand positioning is what?
11.17 & 12.29 yeh big things is totally off brand? It’s a big ad. Carlton Draught brand. Big.
“And the relatiionship of this to Carlton’s brand positioning is what?”
Its gonna happen in Slow motion with a poncy track playing in the background.
‘Made from Magnets’
Can’t wait to see the Hi Lux slip off the thing just as its getting to the delivery chute!
Be the ball!
What a wank. Give me a 10 story high glass of beer any day.
This is gonna be big Luke/Seymour, not just in size.
Well done.
@ Terry Lamb Chop,
If you want to know who to go to to build something like this, call Nick Harvey from Traffik.
Boys like their beer.
Boys like their toys.
So make the beer have something to do with toys.
Make the boys ‘play’ and do guy-stuff that appeals to their machismo. And the guys will love you for it.
What’s not to get?
Seriously, people: if you get your fingers out of your anuses, you might get the excrement out of your system and actually see why this is a great idea.
Ohhhh, that’s how it works.
When it was last explained, I thought it was going to have an actual Hilux in it. Was wondering what would happen when it dropped from the crane at the last second, the way things always happen with a real skill tester.
I think it’s fucking great. Just a cool, fun, exciting blokey idea.
Well done Sey, you’re on a mad role.
More bullshit dumb activations ideas from Fosters.
Seriously these guys have totally lost the plot. A carlton tvc that looks like the VB tvc and a sideshow swing set that that has no bearing on the brand or relevance to the product or consumer at all.
Never have I seen a company make such a concerted attempt to screw their entire business.
Well done to everyone concerned for disappearing up your own arse.
5.07. Lighten up. It’s beer! It’s a bit of fun!
Nice work boys.