Caslon

Outback Brewery builds identity and sales through personalisation

Non Member Price:	N/A
Member Price:	Free

Print Portal in partnership with Pollen Digital created an integrated campaign across print and web. Personalised postcards were sent to 5000 consumers who were selected based on specific lifestyle, age, income and propensity to spend. The postcards asked recipients to “name the lizard” used in the beer's logo by directing them to a personalised URL (PURL) where they received a personalised brand experience. Respondents could also win free beer for a year. In addition, the postcard included a branded bottle opener and offered $10 for a mixed case of beer at the new online store. The recipient's competition details were used to build a customer list for future communication. A viral component was incorporated where participants were encouraged to invite a friend to participate by email.
Published 2008 by PODi Australia/NZ

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Client Outback Brewery http://www.outbackbrewery.com.au	Outback Brewery is an independent micro brewery located in Western Sydney. It was originally established in 2002. The three owner operators produce a range of boutique beers that are brewed in small batches without the addition of chemicals and preservatives.
Service Provider Print Portal http://www.printportal.com.au	Print Portal is a digital service provider based in Sydney. They specialise in personalisation
Agency Pollen Digital www.pollen.com.au	Pollen Digital is an independent interactive design studio.
Hardware	Fuji Xerox iGen3 colour digital press.
Software	2
Target Audience	Consumers (beer drinkers)
Distribution	5000
Date	2008
No. of Pages	3