The One Show

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2022 One Show - Direct Marketing

VB Solar Exchange

Agency Clemenger BBDO Melbourne + Carlton & United Breweries (CUB) + Betty Wants In. + Finish Productions

Client Carlton & United Breweries

Category

Innovation & Transformation / Innovation in Direct Marketing

Annual ID

OS22_DM023S

About the Work

Introducing the VB Solar Exchange, the world’s first energy program that allows the public to exchange their own solar energy for beer. That’s right, rather than selling their excess solar energy back to the grid for a fixed price (which is what currently happens for people with solar panels), people can now send it to VB and get a better price for their energy paid in beer delivered directly to their homes. The VB Solar Exchange is a direct-to-consumer model that revolutionises the traditional methods in which a brand engages with consumers and opens up the conversation around how businesses can integrate sustainable practices into their innovation workstreams going forward. This world-first program encourages VB’s biggest fans to get excited about solar energy and paves the way for more innovative and sustainable partnerships between consumers, energy providers and FMCG brands. As a direct action, our aim was to encourage people to sign-up to the program whilst simultaneously raising awareness for sustainable and innovative business practices. VB (Victoria Bitter) has been one of Australia’s most iconic beers since 1854. Objectives: Positive consumer sentiment and widespread conversation around VB’s solar initiative. Increase interest in the brand. Gain domestic and international earned media coverage.

2022 Awards

Total Points: 21

Credits

Agency

Clemenger BBDO Melbourne

PR / Marketing Agency

Clemenger PR

Client / Brand

Carlton & United Breweries (CUB)

Production Company

Betty Wants In.
The Jacky Winter Group

Music / Sound Production Company

Squeak E. Clean Studios

Post Production Company

Finish Productions
Flutter

Freelancer

Joel Egan-DP

Art Director

Dal Evans de Almeida

Copywriter

Michael Hughes

Animator

Stephen Elliget

Chief Creative Officer

James McGrath

Director

Dom Meehan

Director of Photography

Joel Egan

Executive Creative Director

Jim Curtis

Illustrator

Ben Sanders

Casting Agent

Peta Demartis

Casting Company

Studio P. Casting

General Manager - Carlton & United Breweries (CUB)

Jonny Berger

Head of Classic Brands

Hayden Turner

Head of Public Relations

Nick Zonnios

Marketing Manager - Victoria Bitters

Marc Lord

Senior Business Director

James Kerr
Lauren Hunt

Sound Engineer

Dee Gjested

Sound Producer

Alice Vanderway

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