Australia – Beer brand Great Northern Brewing Co. in Australia has launched The Zero G Network, a new initiative to protect remote pockets of the great outdoors from mobile data coverage.
The new initiative was developed by marketing communications agency Clemenger BBDO Melbourne and has launched with online films, influencer partnerships, OOH, print, and an interactive website where people can explore, nominate, and help preserve Zero G areas so future generations will always have places to experience the benefits of being outdoors and offline.
As part of the campaign, Great Northern mapped 35 Zero G locations across the country, launching an interactive map to encourage people to get outdoors and offline. Outdoor afficionados can also nominate their favourite remote locations to be included, creating a crowdsourced database of Zero G locations.
Hugh Jellie, marketing manager at Great Northern Brewing Co., shared, “We’ve never relied more on technology than we do today. While being connected to the world from just the palm of your hand is keeping us more connected than ever, it’s also incredibly beneficial for us to get away from our phones and to disconnect and take a break from technology.”
Jellie added, “Research shows that we all spend too much time on our phones, and it’s not as easy as just switching off. The Zero G Network is a way to protect remote pockets of the great outdoors where we can go to escape it all.”
Jim Curtis, executive creative director at Clemenger BBDO Melbourne, “For years we’ve protected select areas of the great outdoors from the physical effects of urban development, but as the digital world continues to spread into every corner of our lives, the time is fast approaching where we need to have some tech-free sanctuaries too.”
The campaign has also engaged a range of lifestyle influencers to visit Zero G locations, and not influence. Instead, they’ll be offline for their entire adventure to show their audience the value of disconnecting from their phones.
The campaign will roll out via digital channels, print, and OOH, as well as a national PR campaign.