Boags Draught

Driving sales on and off premise.

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Formula 1 Australian Grand Prix activation

The Formula 1 Australian Grand Prix attracts well over 250,000 people to the track and countless others to venues around the area.

For James Boags Draught it represented not only a key sponsorship and investment, but Lion's first on-premise venue engagement.

Fuel helped Lion make the very most of this huge opportunity. The result?

We hit 218 venues, over 500 other accounts and delivered programs to 1.2 million readers.

Spontaneous awareness targets were exceeded by over 20%, segment performance by 180%, buyers by 62% and main brand by over 300%. Most importantly, we delivered well above off-premise sales targets too.


Feedback from our clients

"...consistently delivers solutions that work"

Fuel were tasked with delivering leading global creative for Alliance (under the Speed Queen brand) and have proven to be an invaluable agency partner for the network. They are creatively smart, outcome driven and focused on delivering outstanding client service. I would recommend Fuel to any client who wants an agency that consistently delivers solutions that work, are collaborative and challenge convention. If you want better, call Fuel.

Matthew Manterfield - Regional Sales Manager - South Pacific, Alliance Laundry Systems