Fosters - Inheritance campaign
Bruce Foster - Adventurer & Gentlemen
This campaign featured minimal Foster’s branding, designed to look like an official letter from a firm of solicitors. We told the recipient they may be in line for a valuable inheritance – a year’s supply of delicious Foster’s lager. All they had to do was visit a specially designed microsite and take our ‘How Aussie Are You?’ test to be in with a chance of winning the beer.
The pack also contained a personal letter from a possible Australian ancestor, so personal that he talked about having ‘romantic liaisons’ in your hometown. Also included was the first part of the recipient’s inheritance – an Australian ‘Gentleman’s Interest’ magazine from the 1940s called ‘Sizzling Sheilas’!
AWARDS - DMA GOLD, Gramia Awards diamond
1700 lager loving blokes took the Aussie test – an astonishing response of 18.37%. We also sent out supporting emails to the pack –
these achieved a massive open rate of 17.47% and a click rate of 9.38%.
