To position Great Northern as the beer for any outdoor occasion and grow awareness of the young brand, MediaCom developed a content series with National Geographic and Outback Wrangler star Matt Wright.
The three-part series will run on National Geographic and Foxtel, with revamped versions pushed out across Facebook, Instagram and YouTube.
The approach is new for the CUB brand, previously taking a more traditional approach to its advertising.
Great Northern marketing manager Michelle Gazzola tells AdNews the different approach was welcomed, but she had to get used to the idea of creating content that is more than just about the product.
“In a 30-second commercial we get the brand up front first. We do the same with social content as you don't know when the person will skip the ad. But with this content there is no need to push a product message,” she says.
“The brand appears when it needs to in the content, so we felt quite comfortable taking a risk.”
While Great Northern is currently investing heavily in the content approach, Gazzola says traditional advertising is still “paramount” to the brand.
“Great Northern launched six years ago in Queensland and we've followed the traditional approach of radio, outdoor, digital and social, but this is the first time we've done something considerably different.”
Gemma Hunter, MediaCom ECD, says this new brand platform is something Great Northern can continue to build on now.
“While traditional ads are very important, you do need content and a content strategy that can grow over time. Social media is getting bigger and there are more platforms to work with. The beauty of this project and short form programming is it allows us to also create shorter pieces for Facebook, Instagram and YouTube.
Hunter admits that the more consumers look to connect with content over advertising, it places pressure on brands.
“Creating content is a massive challenge for any brand at the moment because marketing budgets haven't budged, but content requirements are bigger. In the past all you needed was a TV, outdoor and radio ad. But now you need to be platform specific and create more,” she says.
“That's why brands need to work with agencies to know how to spend the money in a smart way and a form a nimble approach.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at firstname.lastname@example.org