The brief was to create an integrated Campaign that established Coors as the official beer of Halloween in Australia and make it relevant and memorable to our millennial target market. Halloween in Australia has somehow lost its way with people dressing up as just about anything they can pull together. Coors set out to change this by combining occasion with the product benefit, making Halloween 2016, SCARILY REFRESHING.
As part of the campaign ‘Night of Frights’ events were hosted across the country where partygoers were transported to the scene of a horror movie via VR and bar staff/bars were treated to a spooky makeover. To create hype and awareness in the lead up to these events we released a prank video on social media.
#coorshalloween resulted in an online reach of over 2 million with the prank video being shared over 170, 000 in just the first few weeks and resulted in a sales uplift of 21% on bottles and 360% on cans.
