Challenge

White Claw wanted to connect and build resonance with spirited Aussies in vibrant, iconic entertainment precincts over the summer of 2021-22.

Solution

A complete brand takeover within one of Sydney’s most iconic summer destinations, Manly Wharf.

Audiences were greeted by impactful decals which swept across the main entry floor, and arterial doorways. Branded flags prominently lined the forecourt and wharf entry walkways, and large banners draped across the ceiling, capturing the attention of passersby.

VMO’s REACH and Large Format assets served time-targeted creatives, enhancing the brand’s contextual relevancy. With the different creatives encouraging audiences to enjoy a “mid-week refreshment” on a Wednesday, or “start your weekend with White Claw” on a Friday, a deeper level of resonance could be established with the audience.

The digital component of the domination extended beyond the wharf, and into impactful environments at scale, with additional coverage in direct proximity to leading liquor retailers nationwide.

Results

The results showed that all campaign creatives exceeded the audience engagement benchmark by +4% affirming the campaign’s success.