Hahn ad campaign is about "getting people back" to on-premise
Lion says the $12million it has committed to its new ad campaign for Hahn - ‘Now You’re Talking’ - will be money well spent if it reminds consumers how good it is to "have a couple” down at the local pub with mates.
"It is about getting people back, and away from Netflix, socialising with their mates," Lion Portfolio Marketing Manager Amy Darvill told Ad News.
"On-premise is so critical to our business, but it is also an integral part to our culture and whilst there has been a lot of talk in recent years about people not going out as much and being cocooned in their homes, it's still a big part of society."
The campaign shows two men marching towards one another to the tunes of 'You're the Voice' by John Farnham and 'The Horses' by Daryl Braithwaite.
As the two prepare to meet in the middle, the ad cuts away to a local pub, where the two men are seen arguing over the songs.
It includes a TVC complemented by outdoor, digital and in-store and in-venue activity across Australia.
Hundreds of ‘conversation starters’ featuring provocative questions were being placed under Hahn bottle caps and on pub coasters as part of an amplification.
Darvill said these elements bring the campaign to life and will be the focus for the rest of the year, feeding into 2019.
“You can go and create a TV ad, which is obviously very high profile and it is a huge expense, but the power of the idea is in everything that surrounds it,” she says.
“We've got the ad there as a call back to memory and then we use all of those other touch points people may interact with more regularly to really drive home the idea.”
Watch the TVC below: