Rather than try to compete in the same media arenas as the larger brands, A3 Media researched the market for unique and alternative forms of media. First, the media campaign needed to be designed to capture the attention of the target audience through alternative methods and utilize media placements that were more innovative and creative. The second phase then followed with traditional media outlets.
After a vigorous conversation with the Client, A3 convinced them to dual brand all creative with both Yuengling’s Traditional Lager and Yuengling Light Lager to increase the exposure for both brands.
The First Phase (Pre-Launch), included the use of out-of-home placements with silhouette bottle outlines and large question marks. A month later the creative was replaced with dual branded ads. A3 media started by contracting the state’s entire train and transit system, turning the exteriors of the stations into multi story billboards. This was a first for the state.
Then A3 selected solar street powered refuse / recycling kiosks in the busiest and most influential entertainment sections of the largest cities throughout the state. The “Pre-Launch” campaign also included, specifically choreographed digital GPS truck routes and a high-profile six story monument advertisement adjacent to Cleveland Browns Stadium. There was also a social media sweepstakes ran with many of the larger retailers, who guaranteed the brands additional shelf space.
The Second Phase (Brand Awareness), concentrated on reinforcing the brand, by telling Brand’s story through more traditional advertising mediums such as; cable and network TV, radio and digital ad platforms.
In a final bold maneuver A3 requested that all wholesalers increase their initial Light Lager orders by nearly 100%.