Craft Media’s client, BrewDog, issued them a challenging brief. BrewDog was reaching a natural ceiling, where growth from the original “punks” buying and drinking their beer was reaching saturation point. BrewDog tasked Craft with increasing sales by +5% in off-trade, but with a modest media budget. Craft wanted to partner with a buying agency that would allow them to have the flexibility and buying clout to do something a little different, through strong AV and OOH creative, and a partner that could identify the best places the “new punks” would see the ad.
Craft proposed a TV campaign, planned to drive impact, and maximise standout in an expensive and competitive trading period. The G-Force team identified eleven peak spots, in some of the only top-indexing shows our audience watches, within a two-week period. The G-Force team negotiated with saleshouses to secure first-in-break, as well as escaping the usual premiums you'd see with cherry-picking spots. Context was king for this campaign, selecting spots where we knew our audience both would and wouldn’t be, to maximise online conversation. We partnered with DCM to showcase the creative in cinemas that stocked BrewDog beers, and picked the most relevant films for BrewDog, and bolstered the creative in selective OOH.
The results were incredible, surpassing the targets set. G-Force worked tirelessly to bring the flexibility and added value needed to deliver the impact the campaign deserved. The campaign gave the BrewDog CEO confidence that advertising could work and BrewDog, in association with Craft Media and G-Force, was also awarded the Thinkbox Best TV Newcomer award.