Everything you want to know about the Boonanza Campaigns can be found here or on our website.
Boonanza II
Both Boony and Beefy were enhanced this season with the most notable feature being their ability to interact with each other in good ol’ fashion banter. You won’t need to go to the effort in pimpin’ your Boony this time, some of the other added features include:
Push button activation;
Interaction between the two figurines;
Exchangable and removable batteries;
Power up and Power down capabilities and;
Clearer sound quality.
More Boonanza II goodness:
VB Boonanza
Cricket Australia
Mollyzine
Boony Campaign | Update
Boonanza I
From Adnews Innovation 6 podcasts, you can listen to Neville Fielke - Senior Marketing Director at Foster’s Australia talk about the VB Boonanza Campaign and how he sees marketing in the constantly changing, consumer driven landscape.
Listen to the podcast.
Download the podcast. (follow instructions)
Other hard facts on the Boonanza camapign for the 2005/2006 VB series below:
Campaign Title: VB Boonanza
Client: George Patterson Y&R for Foster’s Australia
Overall Campaign Objectives:
The campaign was an equity building piece designed to reinforce the VB brands personality, relevance and positioning across the entire demographic of men aged 18-54yrs, with a particular focus on the 18-24yr age group.
In particular the overall objectives were to:
Fully integrate the BTL and ATL activity in a relevant way that has a strong connection with consumers to the brand and the cricket sponsorship - VB One Day International Cricket Series.
Create a multi tiered promotion that maximises consumer touch points.
Present VB in a consistent manner to all consumers and customers nationally.
Surprise consumers by delivering an Australian first interactive medium.
Excite the trade during the key consumption period.
Deliver forward stock weight and visibility in trade.
Reinforce the evolved brand positioning to demonstrate that VB understands Aussie males better than any other beer.
Promotional Product Objectives:
The promotion centred on the VB Boonanza, also known as the Summer of Boony, and the opportunity for consumers to own their own piece of sporting legend David Boon in the form of an interactive Talking Boony figurine.
David Boon resonated strongly amongst VB drinkers as a great sportsman and good Aussie bloke who likes a drink and a bit of a laugh with his mates.
The campaign aimed to recapture the halcyon days of cricket with a unique retro feel that would tap into cricketing and drinking folklore by making an unexpected hero out of ‘Boony’.
The twist that would set it apart from other campaigns was the use of the ‘magic box’ technology that allowed consumers to interact with the figurine by bringing it to life during Channel Nine’s coverage of the VB Series.
Each Talking Boony contained a 60 sec sound chip that contained over 35 unique phrases and individual code words.
There were two elements to the technology:
Audio triggers – the figurines would respond to audio triggers transmitted by Nine during the cricket and embedded in VB TVC’s. Depending on which trigger the figurine heard, it would respond with a particular style of phrase, allowing it interact with what was happening during the cricket. The phrases were grouped; “good shot”, “good ball”, “appeal” and “random silence”. The random silence phrases include comments like “Anyone seen me thongs?” and “I feel like playing totem tennis”.
Pre-programmed phrases – the figurines were timed to power up and down to conserve battery life. They were also designed to come to life at certain times and say a particular phrase such as “Hey get me a VB, the cricket’s about to start” before each innings. They also announced a daily code word during the telecast that consumers could SMS for the chance to win exclusive merchandise. The idea of a Talking Boony figurine brought the VB Boonanza campaign to life and allowed the idea to flow through to all the other touch points.
Target market:
The campaign was an equity building piece designed to reinforce the brands personality, relevance and positioning across the entire demographic of men aged 18-54yrs, with a particular focus on the 18-24yr age group.
When, Where and Distribution:
The promotion ran nationwide throughout Channel Nine’s summer telecast of the VB One Day International Series of Cricket 2005/2006. The campaign integrated the VB Boonanza logo and Talking Boony caricature into the following:
Off-Premise Activity – On-pack competition:
Win one of three customised Boonanza utes or 90 flat screen TV’s. SMS or 190 the unique code found inside cartons of VB. Monthly prize draws
Redeem a Talking Boony (purchase a carton of VB and SMS or 190 your name and address plus the unique code. $5 would be charged to your phone account). Selected bottle shops ran a separate offer whereby consumers could purchase two cartons of VB and receive a Talking Boony instantly
Off-Premise Activity – In-telecast competition:
Each day during the VB Series telecast on Channel Nine Talking Boony would announce a code word for consumers to SMS for the chance to win exclusive merchandise. It was timed to coincide with a special TVC
On-Premise Activity
Three separate activities that gave consumers the chance to win limited edition Boonanza merchandise including retro One Day Cricket shirts (the same as the figurine), retro caps, retro stubby holders and Boony moustaches. Each state chose the type of promotion they would offer their venues:
Scratch & Win card with each VB purchase
Match 3 & Win scratch card with each VB purchase
Passport – collect stamps with each purchase to receive merchandise
Media:
POS – A teaser campaign launched in October with A2 posters appearing in on-premise locations (pubs and clubs). The posters featured a head shot of David Boon from the 80’s beneath the heading “Boony for Prime Minister”. Other POS including posters, counter cards, price boards, wobblers, fridge decals and inflatable Boony’s were used to promote the on and off premise activity
CRM – VB’s Shout magazine is sent to loyal VB drinkers and was used to seed the idea of a Talking Boony figurine and promote the on-pack competition
Television – There was a promo TVC that introduced the Talking Boony figurines and how to get one and a VB brand commercial that featured David Boon. Ian Healey was used to front an in-telecast commercial to promote the special prize draw for Talking Boony owners during the cricket
Radio – VB brand featuring Boony, a Talking Boony ad, a promo ad for the on-pack competitions (utes) and two Boony retail ads – promotion of prizes and Talking Boony’s are selling out
Press – Inside Cricket and Ralph magazines used editorial and advertising to introduce the Boony for PM angle and to promote the on-pack competition
Online – Boonanza.com.au was a dedicated microsite housed on the Cricket Australia site featuring details of how to enter the various competitions, redeem a Talking Boony, Temple of Boon downloadable game, animated Desktop Boony
Viral – ninemsn, Ralph and Cric Info web sites
PR – Limited edition push-button Talking Boony’s were produced for the media to allow them to make Boony speak on demand. Foster’s incorporated the promotion imagery into a variety of activities and events including cricket ground signage.
Campaign results:
Foster’s commissioned IMI to conduct independent research. The findings included:
Exceptional awareness of 68% in all states (High = 35%+)
Strong participation across VB loyal, occasional and even non-drinkers – it has brought lapsed users back
The concept was most appealing to the two core strategic audiences – loyal drinkers and younger drinkers
Strong impact on favourability and future intention to purchase amongst 18-24’s
Increase on key brand measures helping to contemporise VB
Other results include:
Huge media cut through (300+ pieces of coverage) over a three-month period, excellent representation of key messages and use of stock imagery, strong demand for spokespeople for interviews, hot topic on radio, dozens of figurines posted on eBay (fetching up to $220) and blog entries online
Talking Boony figurines sold out in a matter of weeks
On-pack competition received high number of entries
Delivered Australia-first technology and the opportunity to develop further interactive, mobile and web-based activity around the technology
Positive volume uplift
Secured prominent floor displays in trade for peak pre-Christmas period
More Boony goodness:
VB Boonanza
Cricket Australia
Mollyzine
Boony Campaign | Update