Client: AUSTAR (Cable TV)
Brief: Use Direct Mail to sell more AUSTAR sport subscriptions to rural Australian pubs.
Solution: The Pub With No Sport
Brief: Use Direct Mail to sell more AUSTAR sport subscriptions to rural Australian pubs.
Solution: The Pub With No Sport
In Australia there is a very famous country singer called Slim Dusty, with an equally famous song, “The pub with no beer”. The song points out that a pub with no beer is a terrible place to be. But in Australia, people don’t just drink beer in pubs, they also religiously watch sport. So a pub with no sport is an equally as horrible concept to Australian pub-goers.
At least, that was the epiphany we had when it came time for us to try and sell the AUSTAR TV Sports package to country pub owners. Without sport in their pub, they could kiss their customers goodbye. With the permission of the Slim Dusty Estate, we rewrote the lyrics to his iconic song from start to finish, recorded it using a vocalist from his original touring band, and packaged it up beautifully for our pub owners.
We delivered an ROI of 6.5:1 for our client, and the pack picked up a Bronze ADMA, an Echo Awards Certificate of Excellence and a first page feature in Patrick Collister’s Directory Magazine.
To listen to the song, click play below.
