Mountain Culture Beer Co., the Australian independent brewery, have claimed brand growth amid Dry July and retail headwinds with oOh!media campaign.
Brad Firth, CMO, Mountain Culture Beer Co. said: “We knew there was a ceiling to our existing approach of organic growth, that’s why we decided to test the full value of a connected Out of Home strategy, one that could drive awareness and build preference at scale.”
To test impact, Mountain Culture turned off all other paid media and ran exclusively across outdoor advertising company’s street furniture, rail, office and retail formats for four weeks.
The campaign lifted brand awareness nationally by 9%, consideration by 15%, usage by 20% and preference by 33%. In New South Wales and Victoria, where the campaign was active, sales rose by up to 33%, compared to flat results in Queensland where no paid media ran.
Firth added: “What stood out was the consistency across the funnel. Every layer, from awareness through to conversion and loyalty, lifted in alignment. We weren’t just generating interest; we were driving action.
“What surprised me the most was how many people noticed our ads in oOh! office environments. We’re in a category that doesn’t normally think to advertise in that space, but the ability to hit key days and times of day, with drinkers in the city has now become a no brainer.”
The uplift carried through to e-commerce, with a 15% increase in first-time online customers and 21% of July sales from new buyers.
Sales, while not the core objective, hit record levels. Keg volume reached the highest on record, and retail partners saw strong growth: Dan Murphy’s sales rose 20% month-on-month, BWS by 18% and Coles Liquor Group by 9%, with larger basket sizes across all three. Year-on-year growth more than doubled.
Mountain Culture enters the summer peak with early indicators suggesting the momentum is continuing.
Firth said: “What started as a tactical test has become a scalable framework for future growth. In a category where trial leads to loyalty, our campaign proved that Out of Home, executed with precision across oOh!’s network, can deliver full-funnel impact.”
Bel Harper, chief product and marketing Officer at oOh!, said: “Mountain Culture’s results show just how powerful Out of Home can be when it’s planned as the hero channel.
“By removing noise from other media, they were able to clearly measure the impact across awareness, preference and sales. This campaign demonstrates the unique strength of oOh!’s end-to-end network to deliver both scale and measurable outcomes, even in challenging trading conditions.”