Stratosphere and AJF have collaborated with Top Shelf International’s NED Australian Whiskey brand for a campaign featuring a combination of TV sponsorship and out of home placement.
The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets. The sponsorships will also include spots in the upcoming AFL and NRL finals and grand finals, as well as the AFL Brownlow Medal Night.
Ryan Buckle, sales & marketing director at Top Shelf International, jokingly said: “We are swooNED by the performance of NED.”
Josh Raskin Gottlieb, media director at Stratosphere added: “The NED Australian Whiskey audience is a passionate and loyal bunch, so we wanted to establish and maintain a relationship with them via a regular presence in moments that are important to them.”
Using insight into local alcohol sales, Stratosphere developed a media strategy based on targeting the postcodes that would be most receptive to the new Aussie spirit of NED Australian Whisky’s messaging.
“Launching an Aussie brand is never easy. So, we needed to be powerfully simple and shoot straight” said George Freckleton, creative director at AJF. “We loved that NED had such a powerful difference in the market, and set out to reflect on these uniquely local characteristics. We couldn’t be happier with how much the campaign has resonated.”
The campaign is also raising brand awareness through large format digital and convenience store out of home panels in selected outer suburban and regional market locations.
Credits
Media Agency: Stratosphere
• Chief Executive Officer: Adam Hilton
• Group Media Director: Justen Duggan
• Media Director: Josh Raskin Gottlieb
• Senior Digital Manager: Katherine Allan
• Media Coordinator: Isabella Anderson
Creative Agency: AJF Partnership
• Executive Creative Director: Adam Francis
• Creative Director: George Freckleton
• Copywriter: Matt Newman
• Art Director: Rhyen Ellis
• Strategist: Andrea Nelson
• Client Partner: Xavier Hogan
• Account Director: Amy McKay
• Agency Producer: Ilona Phyland
Postproduction: First Floor Films
Director/Photographer: Chris Searle
Editor: Damian Capicchiano