Cardiff Design Festival

Brief

Welsh brewer & WRU shirt sponsor S.A. Brain & Co Ltd commissioned us to develop a campaign for the Six Nations Championship. They wanted a concept that would promote the Brains brand and engage their target audience of beer drinkers and rugby lovers. We therefore developed Anthem Karaoke, a microsite where rugby fans who felt that their rendition of their favourite rugby anthem was worthy of public scrutiny could record their singing efforts and upload the results, YouTube style onto the site.

Result

Anthem Karaoke builds upon the strength of Brains’ brand and speaks effectively to the target market. There is a perception that social media campaigns need to be technically sophisticated but we have shown by using basic online tools companies can easily develop campaigns to create direct channels with consumers. Richard Davies, sales&marketing director at Brains said: "The Anthem Karaoke concept is inspired and will provide a huge amount of entertainment for participants and voters alike."

Solution

The client wanted a design that would provide a huge amount of entertainment for participants. Being a viral piece of work it was paramount that customers would be engaged and ultimately become advocates of the brand by forwarding the site onto their friends. Our strategy therefore was to create something that reflected the way people currently share media and so we integrated YouTube into the solution because of its access across multiple devices and its sheer scale of users.

Project website

http://www.anthemkaraoke.com