Victoria Bitter Launches Summer Campaign With Wearable Technology

Victoria Bitter Launches Summer Campaign With Wearable Technology
SHARE
THIS



Victoria Bitter has kicked off its annual summer marketing campaign with the launch of the VB Live Cricket Watch.

The device is the first of its kind and will deliver up-to-the minute live scores from the Australian Test matches, One-Day games and the ICC World Cup straight to the wrists of Aussie cricket lovers.

VB is the official beer of the Australian cricket team.

VB’s first ever piece of wearable technology will keep hard-working Australian cricket fans across every ball and every moment of Australia’s biggest ever summer of cricket.

There will be 5000 VB Live Cricket Watches up for grabs this summer via an on-pack consumer promotion developed by Apollo Marketing and will be supported by a multi-million dollar, multi-platform campaign leveraging Victoria Bitter’s long association with Australian summers of cricket.

As well as the on and off premise promotion, the campaign includes radio integration, a fully integrated social media and PR campaign, and the launch of TV ad created by Clemenger BBDO Melbourne, which will continue to position VB as the “Big Cold Beer of cricket”.

The TV spot, titled Handy, will air during the first Test and showcases how the VB Live Cricket Watch will keep hard working Aussies up to date on the cricket no matter what they are doing this summer.

VB general manager Craig Maclean said: “Last year’s VB Scoreboard was our most successful campaign to date but the VB Live Cricket Watch will take it to the next level. We even beat Apple’s iWatch to market.”

“At VB we want to provide a better cricket experience for Australians and we also want to make sure it results in uplift in volume of sales, high engagement from consumers and gets significant cut-through in the market. We have built a reputation of having really high engaging promotions and we believe this will be bigger and better than ever.”

As well as keeping time (it’s a watch after all), this revolutionary watch will play the VB theme song and vibrate at key events as they happen, like when a wicket falls, when a century is notched up or when someone takes a hat-trick. And keeping track of the score is as easy as glancing at your wrist, with up to the minute scores displayed.

Developed by Zinc, the VB Live Cricket Watch will link to smartphones via a free app and provide updates of the progress of Australia during their four Test series against India, the One-Day series with England and South Africa and World Cup matches, which start in February.

“Our team has been 100% committed in delivering what we know will be one of the best VB Summer promotions yet. Our product design and digital experts combined forces to deliver a solution that is a game changer. Designing and producing both the software and hardware has ensured VB are first to deliver a breakthrough physical and digital innovation, and no doubt we’ll see other brands follow,” Zinc CEO Peter Cleary said.

The VB Live Cricket Watches can be won by buying a case of Victoria Bitter and entering a code on the website. The promotion is open from 10 November 2014 and will close 14 February 2015.

 

Credits:

VB Live Cricket Watch

Developed by Zinc

Zinc designed, developed and produced the VB Live Cricket watch.

TVC

Created by Clemenger BBDO Melbourne

Creative Chairman: James McGrath

ECD: Ant Keough

Senior Creative: Dave Klein

Art Director: Russel Fox

Copywriter: Wayne Ching

Planner: Michael Derapas

Director: Perry Westwood

Production Company: EXIT FILMS

Producer (Agency): Cindy Phillips

Producer (EXIT): Craig Sloane

Editor: Dan Lee (The Butchery)

Post Production: Eugene Richards (The Refinery)

Media: Mediacom

PR: Liquid Ideas

BTL: Apollo

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]