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Case Study 15
Shadow Napping
The challenge
Foster’s asked Play to complement its Shadow Napping TV campaign by uti-
lizing digital channels to improve brand perception and increase sales of Fos-
ter’s Super Chilled.
Target audience
The principal target audience for the campaign was 18- to 24-year-old males.
Action
Foster’s 2008 TV spot saw a gang of Aussie mates raiding the streets of
Sydney for shadows in order to keep their pints of Foster’s Super Chilled
