Prawns Outback created over 275 pieces of earned editorial content across broadcast, print and online with a reach of over 8.5million beer drinking Aussies. The national news stations broadcast our initiative as we spread Christmas cheer.
The ship is turning, with research showing results ‘XXXX Gold is a brand for people like me’ not just stopping its decline, but actually climbing 30% after the stunt, their highest brand result on record.
Our story changed opinions of what XXXX Gold values and gave rural Aussies a chance to experience the generosity of a brand who knows them.
The results not only blew the clients socks off, but did something far more important. We galvanised remote communities who hadn’t come together in years. With jobs drying up faster than the red dirt around them, we delivered prawns and optimism. For that alone, we slept a little more peacefully on 24th December.