The campaign will feature a three dimensional Christmas bow attached to two classic large format billboards at Milperra, NSW, and Essendon, Victoria. After two weeks the bow will be removed and new creative will be revealed.
Brian Phan, Brand Director of Premium & Craft for CUB said: “For generations, Crown Lager has been synonymous as the beer for celebrating on special occasions.
“This Christmas, we wanted to remind our consumers to celebrate Christmas with a Crown by creating a visual spectacle of a gift wrapped billboard that will create cut through and deliver our message.
oOh!’s Group Director of Road, Noel Cook said the campaign proved the powerful role that classic billboards continue to have in today’s media landscape.
“The classic large format billboard delivers authenticity, fame, and ownership. They are renowned for the creativity of special builds, the depth of coverage to audience and their ability for advertisers to hit the right audience on mass.
“CUB’s Crown Lager Christmas campaign is all of those things and demonstrates the continuing strength of classic billboards.”
The campaign will run until Christmas day across oOh!’s national classic billboard network and digital screens including large EVOKE screens in major shopping centres such as Macquarie Centre & Macarthur Square in NSW plus Eastland & Highpoint Shopping Centres in VIC.
Media agency: MediaCom Melbourne
Download the full press release