Coopers celebrates being ‘local everywhere’ with giant-sized activation and campaign via Special
Coopers is ushering in a celebration of ‘locality’, with the launch of a new multi-touchpoint campaign from independent creative, design and PR agency Special Australia.
Coopers, the last locally owned and operated big-beer brand in the country, announced the findings to celebrate ‘Local, Everywhere’, a campaign set to mark the brand’s place as the local beer of Australia. Because although Coopers may be born in Adelaide, it’s raised by locals all over Australia, making Coopers truly Local Everywhere.
Throughout a storied 162 year history, Coopers has always remained loyal to their original beer making ways and loyal to the local towns of Australia, from Geelong to Glebe, Cottesloe to Cairns and every town between. That’s why you will find Coopers on tap, in the fridge, and in the hands of drinkers in every corner of the country.
And it’s locals everywhere that will be front and centre for the campaign launch as Coopers recognises those who’ve helped propel the brand from an Adelaide favourite, to the nation’s local beer.
And nothing says ‘local’ in Australia like a ‘Big Thing’. Coopers decided to play on this Australian tradition by gifting over 1200 towns and cities across the nation with their very own ‘Big Ale’—the next big thing, in big things: showing that Coopers is truly ‘local everywhere’, and to celebrate Coopers is running a selection of bar shouts across the country, showing that Coopers is truly ‘local everywhere’.
Says Ryan Fitzgerald, executive creative director, Special: “In Local Everywhere we got a platform that lets us celebrate the genuine connection that Coopers has established with drinkers right around the country off the back of 162 years of brewing exceptional beers. The Big Ales is our playful way of thanking Coopers drinkers, everywhere—leaning into something quintessentially Australian at a scale like never before.”
The AR experience will also be supported by online video, with a 30 second piece championing Coopers’ regional customers. The film, shot in Miles QLD, includes real community members, and centres around The Windsor Hotel, currently under the helm of Jaimee Neilsen.
Speaking about Miles’ involvement in the piece, Neilsen says: “Coopers have been part of our community for years now. For us, Coopers has been more than a brand, we feel like a real extension of the family, and welcoming cameras up in Miles and featuring so prominently as part of the brand’s campaign really shows their commitment to regional drinking spots just like us.”
In addition to the Big Ales launch, Coopers will also be celebrating what it means to be a true local, recognising the individual nuances of hundreds of cities, towns and suburbs around Australia with hyper localised ‘As Local As’ OOH messaging giving a shout out to what makes each location unique.
Launching via the interactive AR mobile experience, paid & owned social, earned media, influencer content, and large & small format OOH, ‘Local Everywhere’ will break new ground in augmented reality. The enabling of a geospatial AR experience, with dynamically occluding AR ‘Beer Cans’ in over a thousand locations nationwide will be an Australian first, demonstrating the brand’s ambition across the country.
Despite being born in South Australia, around 75% of the brand’s volume is now sold outside of the home state, with huge growth in locality throughout the nation. Coopers’ distribution strategy and ‘Local Everywhere’ approach echoes Australian consumer demand, with two in five looking for more Australian owned and made beer brands when they’re purchasing.
The Coopers ‘Local Everywhere’ Big Ales will be live from Monday 20th November in over 1200 destinations across South Australia, New South Wales, Victoria, Tasmania, Queensland, Canberra and Western Australia.
Client: Coopers Brewery
General Manager – Michael Shearer
National Marketing Manager – Kate Dowd
National Campaign Manager – Amy March
Social & Digital Manager – Aaron Child
Social Media Coordinator – Grace Swift
Category, Insights & Innovation Manager – Duncan Ashcroft
Agency: Special Australia
Partner/CEO: Lindsey Evans
Partners/CCO: Julian Schreiber & Tom Martin
Partner/CSO: Bec Stambanis
Executive Creative Director: Ryan Fitzgerald
Creative Directors: Adam Ferrie & Peter Cvetkovski
Creative Technologist: Laurent Marcus
Managing Director, Special PR: Alex Bryant
Creative Strategist: Kate Wilkinson
Media and Communications Director: Georgia Thomas
Junior Strategist: Ollie Immurs
Team Lead: Georgia Newton
Business Director: Marnie Dunn
Business Manager: Ayesha Kithulegoda
Head of Film & Content Production: Sophie Simmons
Lead Producer: Charlotte Wren
Senior Integrated Producer: Glen Mcleod
Director, Digital: James Simmons
Digital Producer: Gigi Song
Design Director: Dan Jones
Head of Stills production: Nick Lilley
Studio: Jen Bailey & John Rivera
Media Agency: KWPX
Executive Director of Media: Natalie Morley
Senior Media Manager: Maddy Papilion
Digital Media Director: Luc Thomas
Digital Media Director: Oliver Whelan
Media Executive: Sarah Aboulhosn
Media Executive: Lucy Byrne
Augmented Reality Experience & Live Action Production: T&DA (Technology & Design Agency)
Executive Director: Tyrone Estephan
Producer: Caroline MacLeod
Creative Director: Ray Leung
Technical Artist: Sean Simon
Creative Technologist: Rhys Turner
Cinematographer: James Anderson
Post Production: Alt.VFX
Editor: Jon Holmes
Photographer: Jack Rocklife
Sound House: Gusto Studios
Producer: Brigid Giles-Webb
Sound Engineer: Colin Simkins
Music Editor: Cameron Giles-Webb
Composer: Vincent Pedulla
31 Comments
Love it.
Big overpromise on the AR experience. So many barriers to entry for a horribly lofi result and zero reason to take part.
Hey advertisers, please keep making these useless AR apps, they’re sending my kids through college.
What do you do, follow my husband around?
I’m a fan. But not sure about these giant Coopers. Should have spent that money on a golden can lottery!
Wasn’t like ‘self referential line on a slight angle with a green can’ exactly what the Royals did for years?
Also as much as I like the platform of ‘as local as’, it doesn’t feel like a claim Coopers can make…the only two things I know about the brand are you have to roll the bottles because of the crap at the bottom (the one thing I learnt at uni) and they’re insanely proudly South Australian (oh, and donate to the liberal party or something – three things).
Why?
Tell me, please.
Oh thanks, a giant virtual can if I view on my phone.
I love how the creatives just gave up trying to find out about the Gold Coast. The Australian ad industry hates Queensland.
To be fair it’d be tricky getting ‘As local as getting bashed on Caville Ave’ past the brand team.
As local as a roid rager on a jet ski.
Well done coopers awesome product I brew 69 litres every 10 days always have a supply of 30 crates in the shed keep up the good work 🤟
Do we really think consumers care they can view an upscaled Cooper’s Can in AR? Madness.
We severely overestimate how much people care what we do.
Consumers could give rats fat about viewing a big can of Coopers in AR in a city….
Total waste of money and so 2015.
a Special campaign without a celebrity is just pedestrian.
Overconsumption of alcohol. Yippeee
Who on earth is going to download an app to see a beer in a park? What is the strategic thinking here? Not so Special!
The OOH is (wisely) what they had before.
So Cooper went through all the drama and cost of a pitch to end up with an AR idea that almost no one is going to engage with?
How is an Adelaide beer ‘local’ on the Goldie?
Please explain.
BAHAHHAHAHAHA
Amazing!!
this AR thing gives me an ick.
If they’d just done the OOH it would have been a really nice campaign. Easy to make sense of, cuts through on premise, tonally pleasing and targeted to different locations. It’s been said already, but the giant can just doesn’t need to be there. It’s probably a hangover of the ‘insight slide’ about how Aussie towns love a big statue of the thing their area is known for. Sometimes we get lost in our own long-winded rationales.
Nope
What’s the idea? Local everywhere or forever original? I like local everywhere, it’s Australia’s last big locally owned beer. But what does that have to do with the adidas forever original idea? And why AR?
Couldn’t agree more. Two very conflicting ideas.
What are you on about??
So I just actually did the experience on my way to work this morning, and I wish I could upload an image, but let’s just say it does not look anything like these touched-up photos. Seriously embarrassing.
Don’t know what everyone is complaining about.
It was easy, I downloaded the app, allowed it to know my location and have access to my camera, then drove out the nearest spot via the in-built gps, then took a photo of the big can and it looks amazing! Worth the effort. Although not sure what I do now.
https://www.facebook.com/photo.php?fbid=10159229227731790&set=p.10159229227731790&type=3
but this is so bad.
This is not even original!!! Several years back Wotif ran a National campaign on this exact thing gifting a town “The Next Big Thing” to help local tourism. Chinchilla in QLD won the competition and was gifted the Big Melon. (To support the local watermelon industry and Melon Festival)
And because it was original – Chinchilla still to this day are so happy.