Asahi Super Dry creates remotely operated “Skill” Tester in new work via The Monkeys and Nakatomi
Skill tester machines are a favourite Japanese pastime and a regular ritual for millions of professionals, retirees, gamers and university students. And now, Australian Asahi Super Dry drinkers. To bring beer lovers even closer to modern Japan, Asahi Super Dry has built a real-life Japanese-style claw machine that can be controlled remotely via a smartphone, anywhere in Australia.
Created by The Monkeys, part of Accenture Song, and interactive technology company Nakatomi, the machine uses an array of sensors and back-end technology to translate smartphone inputs into claw movements, detect prizes and notify fulfilment networks for prize dispatch.
Says Benjamin Bray, managing partner, Nakatomi: “Occasionally we get the opportunity to bring to life an idea that’s beautifully simple, remarkably complex and heaps of fun. The Asahi “Skill” Tester is a testament to what’s possible when client, agency, and supplier pull together to realise their initial vision without compromise. The result — an incredibly delightful experience.”
For a limited time, adults who purchase a specially marked case of Asahi or two 400ml glasses at participating venues will receive a unique code, giving them access to the machine to play for a chance to win. Using live streamed video and a combination of skill and chance, they can manoeuvre the claw into position to try and claim a prize. Each unique code entry also provides an entry into the grand prize draw for a Sony Bravis 50” LED 4K TV valued at $995. Access to the Asahi “Skill” tester will be available to adults only.
A Twitch stream of the mysterious machine will also operate 24 hours a day.
Says Marc Slater, marketing manager, Asahi Super Dry: “The Asahi Super Dry brand is built on the thrill of unexpected experiences. And what could be more thrilling than playing a live ‘skill’ tester while other Asahi Super Dry drinkers watch on?”
Says Adam Slater, creative director, The Monkeys: “I’ve never had the requisite hand/eye coordination to operate a skill tester and win a prize. But I do enjoy an Asahi Super Dry. So I’m looking forward to cracking one open and watching people from all over Australia have a crack at winning a prize.”
The campaign is live now across various channels such as OOH, on premise and social. To play, buy a specially marked case of Asahi Super Dry and visit asahiskilltester.com.au using a smartphone.
Client: Carlton & United Breweries
General Manager – Marketing: Nicole McMillan
Head of Beer: Benjamin Eyles
Marketing Manager: Marc Slater
Marketing Manager: Ben Haysman
Production: Nakatomi
Shopper Agency: Communicado
Promotional Technology Provider: KO
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
General Manager: Sophie Gosper
Strategy Director: Dave Collins
Head of Design: Raph Tamkalis
Creative Directors: Adam Slater & Connor Beaver
Art Director: Jacob Redding
National Head of Production: Romanca Mundrea
Senior Producer: Katie Wellbelove
Executive Digital Producer: Tamara Wohl
Design Director: Eva Godeny
Senior Designer: Melissa Watson
Group Account Director: Allan Carlow
Account Manager: Isaac Montebello
15 Comments
what
What is the idea and how does it relate to beer?
you buy the beer… you have some fun… you win a thing. it’s called playfulness, hope you get some.
does this threaten your existence?
Hello 2008!
a bit silly
Stupid.
Brands need to have more fun with things like this. A great way to reward their customers
Astupid
Who approved this?
Right?
The inconsistency of ABAC is mind-blowing.
The punters will love this.
… of time, money and opportunity.
Monkey see, monkey do.
comments section at it again. a brand does something fun that makes people smile and have fun, and you all get mad. original idea or not, if it makes the experience of drinking asahi more delightful then that should be the only thing that matters. believe it or not, some ‘consumers’ actually just want to have a good time.