In a bid to bring Australian Asahi Super Dry drinkers closer to modern Japan, the brew brand, along with creative agency The Monkeys (part of Accenture Song) and interactive technology company Nakatomi, has built a Japanese-style claw machine to promote the Japanese rice lager.
The Asahi ‘Skill’ Tester, featured on a 24-hour Twitch livestream, can be controlled remotely from anywhere in Australia via a smartphone. It uses an array of sensors and back-end technology to translate smartphone inputs into claw movements, detect prizes, and notify fulfilment networks for prize dispatch.
This initiative pays homage to the popularity of skill tester machines in Japan, which are a favourite pastime enjoyed by millions of professionals, retirees, gamers, and university students.
“Occasionally we get the opportunity to bring to life an idea that’s beautifully simple, remarkably complex and heaps of fun,” said Nakatomi managing partner, Benjamin Bray.
“The Asahi ‘Skill’ Tester is a testament to what’s possible when client, agency, and supplier pull together to realise their initial vision without compromise. The result – an incredibly delightful experience.”
The machine is part of a promotion where, for a limited time, adults who purchase a specially marked case of Asahi or two 400ml glasses at participating venues will receive a unique code, giving them access to the machine for a chance to win.
Using the streamed video, players can manoeuvre the claw to claim a prize. Each unique code also provides an entry into the grand prize draw for a Sony Bravia 50” LED 4K TV.
“The Asahi Super Dry brand is built on the thrill of unexpected experiences. And what could be more thrilling than playing a live ‘skill’ tester while other Asahi Super Dry drinkers watch on?” said Asahi Super Dry marketing manager, Marc Slater.
“I’ve never had the requisite hand/eye coordination to operate a skill tester and win a prize,” added The Monkeys creative director, Adam Slater. “But I do enjoy an Asahi Super Dry. So I’m looking forward to cracking one open and watching people from all over Australia have a crack at winning a prize.”
Last week, creative agency Thinkerbell launched its latest work for Hahn, encouraging the nation to ‘kick carbs, not beer’ with the brewer’s zero-carb beer, Hahn Ultra Zero Carb. Lauded Aussie kicker Lance ‘Buddy’ Franklin fronts the campaign, literally kicking carbs (a football-shaped bread loaf).
The latest from The Monkeys follows its recent appointment of senior creatives Danny Pattison and Max Rapley as associate creative directors.
Earlier this month, the agency was also appointed as part of the agency village set to handle the coveted Tourism Australia account, managing its integrated global creative and digital services alongside Accenture Song and Droga5.
See also:
The Monkeys names Danny Pattison and Max Rapley associate creative directors
Tourism Australia appoints Accenture Song, The Monkeys and Droga5 to its creative and digital services
Credits:
Client: Carlton & United Breweries
General Manager – Marketing: Nicole McMillan
Head of Beer: Benjamin Eyles
Marketing Manager: Marc Slater
Marketing Manager: Ben Haysman
Production: Nakatomi
Shopper Agency: Communicado
Promotional Technology Provider: KO
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
General Manager: Sophie Gosper
Strategy Director: Dave Collins
Head of Design: Raph Tamkalis
Creative Directors: Adam Slater & Connor Beaver
Art Director: Jacob Redding
National Head of Production: Romanca Mundrea
Senior Producer: Katie Wellbelove
Executive Digital Producer: Tamara Wohl
Design Director: Eva Godeny
Senior Designer: Melissa Watson
Group Account Director: Allan Carlow
Account Manager: Isaac Montebello