A big idea on a relatively small budget saw us create a campaign for Coopers Brewery that enabled the nation’s beer lovers to send a message of mateship or love to someone they cared about on New Year’s Eve. Our Media, Digital, Social, Creative and Production teams came together to create the Coopers Shout Out. In an Australian media first, we exclusively bought 45 digital billboards around the country that would host personal messages (including several marriage proposals) from thousands of people who registered online. We built a booking engine that allowed people to pick their preferred site, time of day and personalised message and fed those messages through an RSS feed to their specific outdoor site. Promotion of the campaign was solely via digital channels including Social, video and EDMs.