Coopers presents Live, Loud & Local

The Idea 

Australian’s drinking a stonking $6.8B worth of beer in pubs and venues every year. 

When the Covid-19 pandemic forced pubs, clubs and live music venues across the country to shut their doors indefinitely, not only did Aussies lose their beloved local, the hospitality and entertainment industries stopped breathing.

 It was reported that in one month alone, Aussie venues poured 4.2million litres of beer down the drain. 

Coopers, along every brewery that supplies the on-premise venues, took a massive hit to the wallet.  While other breweries stood still, Coopers took action, briefing TABOO to bring them an idea which could provide support to the affected industries, put a smile on the faces of locked down Aussies and ultimately help drive saliency and sales. 

In under a week, TABOO responded with Live, Loud & Local, a live streamed entertainment platform that brought together and delivered the best of the Australian pub - live music, comedy, trivia, food, plenty of beer and some much needed good times. 

Hosted by Joel Creasey and Myf Warhurst, and featuring a line-up of some of Australia’s best and up and coming entertainment talent, Live, Loud & Local was live streamed via Facebook and into homes around Australia and the world, every Friday and Saturday night for 5 weeks. 

The platform was supported with a hefty through the line campaign consisting of TV, large format OOH, digital and PR.

Executing the Idea

Overview 

Conceiving, building and launching a live entertainment program in just under 3 weeks -and during Stage 3 restrictions - was no simple task. 

Together with Coopers, Live Nation Entertainment and over 150 people from multiple agency and production partners, located across 3 states, TABOO created and led an execution plan. This featured custom set builds, live music performances, cooking segments, pub trivia, weekly live streams, a TVC, large format OOH, a comprehensive social and digital content plan plus much more

The Show 

Live, Loud & Local was based at The Get Down, a full service Melbourne studio, on a custom built pub-inspired set featuring two working beer taps. It was from here that the show was produced by our production partner, Magnetizer. Each Friday and Saturday night the show was live streamed on Coopers’ Facebook page and on the page of a Coopers’ partner venue. 

This dual stream allowed us to not only maximise our audience but gave us an opportunity to drive awareness to struggling venues who at the time were closed and only offering take away food & beverage services. 

Friday night featured our hosts, live streamed pub trivia and a cooking segment featuring award-winning Australian chefs Shannon Bennett and Nick Stanton. 

Saturday night featured our hosts and a music performance from a top tier Australian artist with support from a local up and coming artist. 

Depending on the artist’s availability and location, we shot the live performances at locations in both Melbourne and NSW. 

To ensure we delivered the best possible experience for our audience and the artists, each performance was treated like a real gig and included the artist’s band and crew, a full audio/visual setup including light show, technical rider and captured via a full production team.

Asset Production

Throughout the 5 weeks, TABOO created and dispatched a total of 236 promotional assets across TV, OOH, Instagram, Facebook, SnapChat and display. 

A campaign microsite was built to house all past show content & recipes, display a program guide with upcoming show information and a registration portal to collect data and distribute news & updates via weekly eDMs.

​Appropriateness of Strategy and Solution to Brief 

Objective 1: Recruit 18-34 year old drinkers into the Coopers portfolio. 

While Coopers is an iconic Aussie beer, data shows that a mere 12% of it’s drinkers consume 80% of its volume. Furthermore, this thirsty 12% is an ageing customer base and the brand has struggled to recruit new drinkers into the portfolio. Despite having low saliency amongst 18-34 year old drinkers, data revealed that the conversion rate among this audience is very strong – so if Coopers could just get on their radar in a meaningful way, they could deliver conversion and unlock long-term growth.

Objective 2: Provide support for Coopers venues and the wider entertainment industry during the national Covid-19 lockdown. 

With the hospitality and entertainment industries in dire need of help, Coopers felt compelled to show leadership and generosity. They wanted to connect people with their ‘local’ in a way that would enable a sense of community, create positive moments when they were needed more than ever before, and ultimately unlock revenue.

Our Approach:

At a time when marketing budgets were cut across the alcohol category, we knew that we could achieve both of our objectives and gain a disproportionate share of the category by increasing spend and creating a genuinely valuable platform for drinkers, venues and the entertainment industry. 

Taking a ‘solving not selling’ approach, the campaign was intrinsically generous - Coopers provided the platform to support both audiences (consumers and venues) and asked for nothing in return - everyone was welcome and nobody had to ‘pay to play’. 

Live streaming the show through social media channels was a major leap for Coopers, who had previously been very traditional and risk-averse in their media choices. This was a conscious decision to ensure Coopers presented itself in a modern and progressive way that enabled greater interaction and intimacy with the audience. 

Results & Effectiveness:

Live, Loud & Local needed to do 2 things:

Solve; by engaging and entertaining Aussies in lockdown, whilst also breathing some life in the struggling hospitality and entertainment industries

Sell; ultimately we wanted to sell some beer, by increasing relevance amongst a younger audience 

Over 5 weeks, Live Loud and Local reached 4.7M Aussies bringing connection and entertainment when they needed it most. LL&L earned the title of #1 Most Popular Facebook Live stream 5 times throughout the campaign period, attracting audiences from over 58 countries. After 2.1M views, 617K engagements and 72K live viewers, Coopers rose to #1 most engaged beer brand on social media. Earned reach and engagement extended beyond social, generating 77 pieces of media across top-tier publications and programs, totalling an earned media value of $6.4M and resulted in an ROI of 611%. 

We effectively engaged the target audience to increase relevance and brand perception, in a way that ultimately drove sales. While the beer category struggled in May with a total sales decrease of 19%, Coopers saw Live, Loud & Local contribute to an uplift of 8.4% over the same period. Furthermore, sales increases were identified in every state that virtually “hosted” a Live, Loud & Local event - WA, QLD, NSW, VIC. 

Earned Media: 

The campaign earned 77 pieces of media and featured in top-tier publications and programs including Rolling Stone, The Morning Show, Herald Sun, Broadsheet, The Age, Channel 7, Urban List and more. The total earned media value equalled $6.4M and resulted in an ROI of 611%. 

Engagement: 

Over 5 weeks, Live Loud and Local added 4.4M recruitment drinkers into Coopers sales funnel and garnered 617k engagements, 72k live viewers making it the #1 most engaged brand on social media. It also earned the title of #1 Most Popular Facebook FB Live stream 5 times throughout the campaign period.

Sales: 

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While the beer category struggled in May with a total sales decrease of 19%, Coopers saw Live, Loud & Local contribute to an uplift of 8.4% over the same period. Furthermore, sales increases were identified in every state that virtually “hosted” a Live, Loud & Local event - WA, QLD, NSW, VIC. 

​Social Engagement Index​