THE CHALLENGE

Beavertown challenged us to drive awareness around the launch of Beavertown’s Stick Your Neck Out campaign over summer and position Beavertown as a brand that helps people to do something they’ve always wanted to do, but haven’t because they hold themselves back. 

‍THE SOLUTION

Our research showed us that the Beavertown audience held themselves back with a fear of change or doing something different but that they wanted to be more spontaneous. Essentially they were missing out on new experiences because of their reluctance to try new things.

Our solution was to empower Beavertown fans to stick their neck out over the August Bank Holiday weekend and try a brand new experience - The Skulloon Tavern - the world’s first ever pub in a hot air balloon. Inspired by the Neck Oil Skulloon, an illustrated skull hot air balloon, that adorns Beavertown’s famous Neck Oil cans, The Skulloon Tavern took flight over the beautiful Bath countryside and came with it’s own bar man, pub snacks and ice cold cans of Neck Oil.

We launched the experience with a news story and high impact images of the balloon in the sky, in order to drive entrants to the competition. The research showed that over two thirds of Brits do the same thing every Bank Holiday weekend, and nearly half wished they could be more spontaneous. 

From there we partnered with influencer @mediationsfortheanxiousmind, who took to the skies himself, sharing one of his signature monologues from far above the clouds to promote the competition across his and Beavertown’s channels. 

THE RESULTS 

The Skulloon Tavern proved to be one of the most popular pubs in the UK that summer, generating 75 pieces of coverage reaching an estimated 2.44 million views with a total audience reach of over 1 billion. With over 2.5k entrants to the campaign competition, the Skulloon Tavern was the place to be over the August Bank Holiday weekend.

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