"We needed to be powerfully simple and shoot straight."
Creative agency AJF partnership and media agency Stratosphere and have collaborated to drive growth for Top Shelf International’s NED Australian Whisky brand.
The campaign aim's to establish NED Australian Whisky as seamlessly fitting into the audience’s lifestyle,with Stratosphere connecting the brand with the AFL and NRL via broadcast sponsorships.
The campaign features a range of 15 second TV commercials live in key AFL and NRL games on Thursday and Friday nights across regional markets.
The sponsorships will also include spots in the upcoming AFL and NRL finals and grand finals, as well as the AFL Brownlow Medal Night, giving NED Australian Whisky every opportunity to connect with their audience during their favourite and most sociable nights of the week.
Stratosphere developed a media strategy based on targeting the postcodes that would be most receptive to the new Aussie spirit of NED Australian Whisky’s messaging.
Josh Raskin Gottlieb, media director at Stratosphere: “The NED Australian Whisky audience is a passionate and loyal bunch, “So we wanted to establish and maintain a relationship with them via a regular presence in moments that are important to them.”
George Freckleton, creative director at AJF, said: “Launching an Aussie brand is never easy. So, we needed to be powerfully simple and shoot straight.
We loved that NED had such a powerful difference in the market, and set out to reflect on these uniquely local characteristics. We couldn’t be happier with how much the campaign has resonated."
The campaign is also raising brand awareness via large format digital and convenience store out of home panels in strategically selected outer suburban and regional market locations. The media plan combines carefully curated locations with mass reach and has played a crucial role in helping NED Australian Whisky to grow at a rate eight times faster than the dark spirit market, outpacing local and global competitors.
Credits:
Media Agency: Stratosphere
• Chief Executive Officer: Adam Hilton
• Group Media Director: Justen Duggan
• Media Director: Josh Raskin Gottlieb
• Senior Digital Manager: Katherine Allan
• Media Coordinator: Isabella Anderson
Creative Agency: AJF Partnership
• Executive Creative Director: Adam Francis
• Creative Director: George Freckleton
• Copywriter: Matt Newman
• Art Director: Rhyen Ellis
• Strategist: Andrea Nelson
• Client Partner: Xavier Hogan
• Account Director: Amy McKay
• Agency Producer: Ilona Phyland
Post production: First Floor Films
Director/Photographer: Chris Searle
Editor: Damian Capicchiano
