Questions that matter: Boundary Road launches the Unauthorised Beer Census of New Zealand

Barnes, Catmur & Friends has taken some time off torturing pizza eaters and giving RTD drinkers “Woodies” to ask Kiwis some important questions.

In a new print and online-based campaign for its client Boundary Road Brewery, the agency has compiled a series of questions for an initiative called ‘ The Unauthorised Beer Census New Zealand 2014’. And as the release indicates, the census aims to find out more about the habits and preferences of the nation’s beer drinkers:          

“Every few years, the Government unleashes a census on the unsuspecting public of New Zealand. They ask all about your name, ethnicities and favourite brand of wallpaper adhesive, but sadly they never ask the questions that matter. Boundary Road Brewery sought to correct this oversight, so through their agency Barnes, Catmur & Friends they commissioned the country’s first Beer Census. Through print and online, people were asked to give their opinions on all things beer, because their views matter. Not a lot, but definitely a bit.”

The survey can be taken online or in print form, and those that answer all 14 sections (15 in print) will be entered into a draw to win $1000.  

While the campaign is introduced on a more whimsical and self-deprecating note, the questions themselves are more serious and designed to give the company in-depth information about the preferences of its target audience.  

But this isn’t the first time that Boundary Road Brewery has asked Kiwis to reveal some hidden information. Early last year, the company also released the ‘Honesty Box‘ campaign, which required Kiwis to own up to some deep, dark secrets.

Prior to this, the company also engaged with consumers by conducting a blind taste test in an effort to debunk the widely held belief that beer tastes better when held in a glass container.  

This campaign was also supported by a Facebook app developed internally by Barnes, Catmur and Friends, which asked people to answer questions about beer cans in return for free alcohol.

What each of these campaigns have been successful at doing is collecting data from Kiwi beer drinkers in a way that doesn’t annoy them. Those who enter the survey are rewarded with either beer or cash. And the use of self-deprecating humour throughout the campaigns means that the time spent filling in an online form isn’t an overtly tedious experience. 

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