As temperatures headed south, we documented traveller's heading north in search of sunshine and beer.
Great Northern is Australia’s biggest beer. However, to solidify the brand in the minds of Australian beer lovers we needed to take our community from ‘big’ to ‘engaged’ by increasing our impact on social. Using social listening and audience insights, we capitalised on the trend of people from the cold, southern states flocking north to Queensland, the Sunshine State, to escape winter. We leveraged the seasonal influx of people into Great Northern’s heartland, to showcase what we stand for - time in the Great Outdoors with mates - and create an ownable social media movement, the Great Northern Winter Migration.
The Great Northern Winter Migration followed the format of a nature documentary, narrated and led by comedian Broden Kelly. Akin to an animal migration, we followed the travellers’ journeys north, celebrating the humorous highs and lows en route as they made their way to warmer weather and cold holiday beers.
The Great Northern Winter Migration followed the format of a nature documentary, narrated and led by comedian Broden Kelly. Akin to an animal migration, we followed the travellers’ journeys north, celebrating the humorous highs and lows en route as they made their way to warmer weather and cold holiday beers.
Winter is Coming
The Flock Takes Flight
Leaving the Nest
Budgie Smugglers
Separated From the Herd
Watering Hole
Compass
Weather Report
Outfit Change
First Beer
