The Perfect Lager Project

Posted by IAB Australia On July 17, 2012 Research & Resources


June – July 2012 winner: The Perfect Lager Project
Client: ARVO Beer
Creative Agency: AnalogFolk
Industry: Alcohol

Campaign Information
AnalogFolk were tasked to find Australia’s first crowd brewed beer: a perfect lager created for the people by the people. To find out what the public liked and didn’t like, AnalogFolk created a mobile app that captured information about the beers they were drinking and the environment in which they drank them.

Over 100,000 data points were handed over to Casella’s master brewers, who produced two potentially perfect lagers, handing them back to the Australian public to choose the champion. The two brews launched simultaneously, with cases and 6-packs split 50/50. People were then asked to vote to keep their favourite. Because, in the end, there can only be one perfect lager.

Judge’s Comment
I just feel this is a great idea executed almost to perfection (it may help that I do enjoy a good lager). All the digital touch points have been masterfully used to create a campaign that is clearly a big hit.



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.