Tooheys New Extra Dry – 6 Beers of Separation | 2010 IAB Awards Winner

Posted by IAB Australia On July 23, 2010 Research & Resources


2010 IAB Awards | Branded Content Winner

Tooheys New Extra Dry – 6 Beers of Separation
Agency: ZenithOptimedia
Client: Lion Nathan

ZenithOptimedia challenged its target audience of 18-24 year old males to prove the theory of ‘6 Beers of Separation’. Born from the notion that everyone in the world is connected by six degrees, could you meet the person on the planet who inspires you the most, in six steps or less, simply by meeting different people over a beer? Four people were given the opportunity to go on this journey, armed with a six pack, travel money, a camera crew, and 18 days to prove it. The campaign ran for nine months with 20% of overall media budget allocated to digital. ZenithOptimedia created a mobile site and episode content was featured across iTunes, social media sites such as Facebook and YouTube as well as Foxtel television.

Traversing 150,000km over three Continents, the campaign proved a huge success. Throughout the campaign, video content has been viewed 700,000 times and there has been 630,000 unique visits to all digital destinations, 21,398 downloads from iTunes and yes, four people did get to meet their idol.


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.