The campaign objective

When Dry July, traditionally the slowest month for beer sales, collided with broader retail headwinds, Mountain Culture recognised the need to go beyond tried-and-true tactics to maintain momentum.

With the launch of ‘Status Quo’ Pale Ale, Mountain Culture wanted to build awareness in NSW & VIC, engage light craft beer drinkers and drive retail conversion in a competitive liquor market.

The goal? Prove OOH can go beyond awareness to influence consideration and drive sales through oOh!’s unique end-to-end network.​

Campaign timing: 4 weeks

Category: Craft beer drinkers

Active markets: NSW & VIC

An end-to-end OOH strategy designed to convert

Mountain Culture and oOh! teamed up to deliver a bold, end-to-end OOH campaign connecting with consumers at key moments across their day – from sparking awareness to influencing purchase decisions.

To isolate the impact, Mountain Culture switched off all other paid media channels. For four weeks, the brand appeared exclusively across oOh!’s street furniture, rail, office and retail formats in a high-visibility campaign in NSW and VIC, targeting craft beer drinkers aged 24-54.

oOh!’s end-to-end network captured attention, influenced decisions and drove sales with every environment playing a critical role.

• Street: Fast reach in high traffic areas
• Rail: Captured attention during key commute moments
• Office: PM targeted to influence post-work purchases
• Retail: Repeated exposure near key retail decision points

Impact was maximised by leveraging proximity targeting and contextual creative:

“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”

Brad Firth, CMO, Mountain Culture Beer Co.

What did the data tell us?

This oOh! led, end-to-end campaign drove significant uplifts in key brand performance metrics with Mountain Culture growing its market share by 10%.

+9% increase in brand awareness

+15% increase in consideration

+33% increase in preference

Immediate sales results

While sales were a secondary objective, the commercial impact was undeniable. Keg volume surged, resulting in Mountain Culture’s biggest month on record.

+33% MoM increase in sales (NSW & VIC)

+20% MoM increase across wholesalers (BWS, Dan Murphy’s, Liquorland)

+40% MoM increase in keg sales across retailers

By eliminating channel noise, we proved the true impact of oOh!’s network, growing market share, attracting new customers, and driving higher spend per transaction. Year-on-year growth more than doubled, defying seasonal norms and internal forecasts – with BWS sales rising by 111% compared to July 2024.

In Victoria and New South Wales, where the campaign was live, sales surged by up to 33%, while Queensland which received no paid media remained flat. Further, impacts were seen online with a +15% increase in first-time customers.

“Our brand is up, sales in all key retailers have spiked and we’ve even seen a jump in new customers coming direct to our website. For me it proves oOh! isn’t just about building brand, but with the right creative, planning and connected site list, we saw real sales results.”​

Brad Firth, CMO, Mountain Culture Beer Co.

Sources: Tracksuit 2025 and Mountain Culture supplied sales data; Sales Outcome Westpac DataX and Coles360 2025