Nothing says ‘local’ in Australia like a ‘big thing’ … think the Big Banana, Big Lobster, Big Merino … Now Coopers is launching the next big thing in big things, more than 1200 augmented reality activated 50ft ‘Big Ales’ across the country.
The Big Ales will be popping up as part of Coopers’ ‘Local, Everywhere’ campaign, designed to mark the brand’s place as the local beer of Australia.
‘Locally-Everywhere’ includes some of Australia’s favourite monuments, big things, pubs and tourist hotspots. Coopers fans are encouraged to check out and experience the many ‘Big Ales’ across the summer, including Coopers Brewery and Kangaroo Island SA; Byron Bay Lighthouse, Bondi Beach and the Big Potato NSW; Airlie Beach and the Big Red Elephant QLD; Rottnest Island, Cottesloe Beach and Kings Park WA; Victoria’s Luna Park, Albert Park Lake and Giant Koala, and Tasmania’s
Visit www.bigales.com.au on Safari (iOS users) or Google Chrome (Android users) to access the AR experience.
Once in, head to the map to check out all 1200 Big Ale locations and to find your nearest one. You can tap
the pin for walking locations if you’re nearby.
The launch follows new research by Coopers showing 70% of Australian beer drinkers are actively seeking out locally brewed and owned beers.
The research examined the preferences of beer-drinking Aussies, showing six in 10 to prefer spending on Australian made and owned beer brands when buying beer in a pub, bar, club or restaurant; while only one in 10 say they are likely to choose internationally owned alternatives above Aussie brands on these occasions.
Coopers is the last locally owned and operated big-beer brand in the country.
The AR experience has been supported by online video, with a 30 second piece championing Coopers’ regional customers. The film, shot in Miles in Queensland, includes real community members and centres around The Windsor Hotel, currently under the helm of Jaimee Neilsen.
“Coopers have been part of our community for years now,” Neilsen said.
“For us, Coopers has been more than a brand, we feel like a real extension of the family, and welcoming cameras up in Miles and featuring so prominently as part of the brand’s campaign really shows their commitment to regional drinking spots just like us.”
Rise in alcohol tourism
In a timely finding for Coopers, the research showed alcohol tourism was also shown to play a large role in purchasing decisions, with one in five more likely to buy from a beer brand where they have visited the brewery.
Construction is underway on Coopers’ new $50 million world-class visitor centre, microbrewery and whisky distillery at its home in Regency Park, South Australia.
Coopers said the development would position Coopers for the future with interstate and international visitors to the brewery also front-of-mind.