DraughtKeg Academy

Posted by IAB Australia On November 13, 2007 Research & Resources


September – November 2007 winner: DraughtKeg Academy
Client: Heineken
Creative Agency: Leo Burnett
Media Agency: Zenith Optimedia
Campaign type: Banners, microsites
Industry: Alcohol

Campaign Information
Heineken released the DraughtKeg – a mini-keg for pouring a fresh Heineken at home. However, there was a lot of technical information that needed to be communicated about the keg including how long it lasts for, how many beers it contains… Research also found that people were concerned that they may not be able to use the keg or pour a beer correctly and would thus revert to buying a standard case. So this campaign was created as a tongue-in-cheek way of communicating all of the details and instructions of the mini-keg.

Online advertising executions followed the same theme, based on “training exercises” that reinforced key pieces of information about the DraughtKeg.

Judge’s Comment
This Topgun-style beer training school provides a fun way to learn the ropes of pouring a beer.


IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.