XXXX bogs prizes Aussies can ‘Winch to Win’ in new summer campaign via Thinkerbell
This summer XXXX is burying prizes like a jet ski, camping trailer, even a safe full of $10K cash, as part of its new XXXX Winch to Win campaign brought to life by Lion and the XXXX Agency Village including Thinkerbell, UM, Affinity and Bastion.
To win these prizes Aussies will have to winch them out of the ground using their 4WD.
XXXX beer has always been synonymous with the good life, which for many includes a passion for 4WDing. As the popularity of 4WD vehicles and activity continues to explode, XXXX has launched competition unlike any other this summer.
Says Tom Wenborn, chief creative officer at Thinkerbell: “As the beer brand that believes the good life takes effort, we couldn’t just let people enter a barcode or scratch to win a competition, we needed to make sure punters got out there and put some effort in to win.”
Within the XXXX Winch to Win competition, Aussies have an exciting opportunity to win a plethora of prizes from the safe full of 10K cash and jet skis and other winchable things. There will also be 500 x $50 fuel vouchers available to win too. The competition will culminate with 3 finalists competing in a 4WD challenge on Tuesday 19 February, where they will have the opportunity to winch out the top prizes on offer.
To enter the challenge, Aussies can upload their video or photo of their rig (4WD) to the XXXX website.
The campaign is live across Australia on BVOD, Youtube, radio, outdoor and social.
Terms and conditions apply HERE. Visit xxxx.com.au/winch-to-win to find out more.
Client: Lion Australia (XXXX)
Creative & Earned: Thinkerbell
Media: UM
Digital: Affinity
Event Production: Bastion Agency
Production Company: The Producers
For those who wish to enter:
- • Jump into your rig (4wd), and send XXXX a photo or video of you enjoying the good life
- • Visit com.au/winch-to-win
- • The competition runs until 29 February 2024
Join the conversation at @xxxx.beer
22 Comments
So 3 people get the chance under controlled conditions to winch out something from the sand after entering the draw by sharing a video of them in their 4X4? Not really as cool as idea implies is it
I imagine at some point this was just winchin shit out and winning it instantly, which would have been much better than this very confusing entry metric
I think you’re giving the agency too much credit
Why is it called Winch to Win when all you to have to do is post a picture of you and your car?
Can I still enter?
Good sand craft in this TVC. Nice.
So I can’t enter because I drive an ’86 Daihatsu Charade.
maybe you should drive that charade to the bottle-o and pickup the great qld charade, ie. great northern. *Honks in 70 series…*
Your text is mostly correct, but there are a few minor adjustments for clarity and grammar:
“Ahhh, summer. The gentle lap of the ocean, a stirring breeze through your campsite, and fun drives through the rugged bush. It’s a good life around these parts. To celebrate, we’re giving you the chance to haul away tons of prizes – including a jet ski, camper trailer, $10,000 in cash, or one of 500 fuel vouchers.”
Changes made:
Added a comma after “Ahhh” for better pacing.
Capitalized “summer” as it’s the beginning of a sentence.
Added commas to separate items in the list for clarity.
Corrected “jetski” to “jet ski” (two words).
Changed “10K cash” to “$10,000 in cash” for consistency and clarity.
maybe I’m overthinking it but I’m surprised that a beer brand is doing a campaign encouraging people to drive??
Fun promo stunt. But from a brand that was urging punters to care about the environment to a brand celebrating gas guzzling beach vandalism. FFS
Nice idea. I never want to enter competitions, but this one… maybe.
Absolutely agree. A quick 180 handbrake turn from both client and agency when their cynical jump on the environmental bandwagon failed to transpire into sales.
Haha, nice.
I hope Great Northern continues to hammer them until this brand produces something good. I won’t be holding my breath.
Though I’m not sure why they’re going after 4WDers specifically.
Car + Heavy machinery + Alcohol = ?
Enlighten us. Why does this ‘send in a photo of you doing x’ tickle your fancy compared to the hundreds of other competitions that use the same entry mechanic?
Fun with just enough weird. Like the film, like the thought. Could do with more prizes though.
When I think summer, I always think winching. So true.
This is one of the best winch-based creative advertising ideas I’ve ever seen.
Fun idea, just need to see if the actual event will be cool.