This Cannes Shortlisted promotion was created by Momentum Worldwide to celebrate the 150th anniversary of the Melbourne Cup. This historic moment in Australian sport, plus the age-old tradition of comparing sporting legends, inspired us to create The Greatest Cup Never Run. Using state-of-the-art technology and in consultation with racing experts to predict the outcome, we created a virtual race between the Melbourne Cup greats of the last 150 years. This race was broadcast live on national TV during race-day coverage. Viewers were captivated as they watched the race and held onto their beers waiting to learn if they had the winning trifecta combination on their Boag’s Draught bottlecaps.
For true engagement to occur, you must reach the consumer at the intersection of the physical and digital space. Using this approach, The Greatest Cup Never Run captured Australia’s attention and imagination: 1.183 million Australians watched the race on Melbourne Cup Day with repeat views totaling 572,000. Over 2 million watched related content, worth incremental value of over AU$2.5 million. PR coverage ran across more than 200 unique outlets including 11 from media partners; with a total circulation of 20 million. 49,224 website visits. And, Boag’s Draught sales went up, an extraordinary achievement in a declining market.
Cannes Lions – Shortlist: The Best Sponsorship or Partnership Campaigns
APMA – GOLD: The Most Innovative Campaign
AMEA – SILVER (no Gold awarded): The Most Effective Use of Branded Content
Agency: Momentum Worldwide
Creative Director: Phil Watson
Head of Design: Jeff Mimery
Group Account Director: Imelda Hodson
Creative Strategist: Gareth Anderson
Art Director: Nicole Clausen
Designer: Owen Norris, Belinda Kruse
Artworker: Chris Gambin, Nicole Redelman
Account Manager: Sayaka Tregerthan
Producer: Sally Wildeboer
Animation: Postmodern Sydney