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OGILVY TAKES FOSTER’S ONLINE

INTEGRATED DIGITAL EFFORT INTRODUCES NEW APPROACH

NEW YORK, NY, August 8, 2006 – In a dramatic departure from conventional marketing practices, Ogilvy & Mather is taking Foster’s Beer into new marketing territory with an integrated effort that combines online advertising, viral, outdoor, mobile and gaming to specifically target the Foster’s consumer and his media consumption patterns.

The innovative effort builds on a new Foster’s tag line “Crack Open A Friendly” that Ogilvy introduced in a winning pitch for the business against independent Mother.

Central to Ogilvy’s campaign is a major sponsorship and partnership with “The Massive Mating Game,” an online participatory dating game developed by digital entertainment network Heavy.com. The dating game includes a mobile marketing component and ties into Foster’s new “Friendly” tag line.

“Heavy was able to bring some unique programming ideas that our creative teams, together with Heavy producers, turned into a one of a kind custom-programming opportunity, The Massive Mating Game ,” explained Jan Leth, Co-Chief Creative Officer Ogilvy New York. “The depth of this digital effort, combined with some traditional marketing solutions, speaks to the changing dynamics in our industry where advertising has to entertain and develop a relationship with the brand’s consumer”

For three weeks, beginning August 16th, visitors to Heavy.com can watch pre-produced videos of 10 “Sheila’s” (that’s Aussie for women) talking about themselves in the style of the classic Dating Game TV show. Viewers vote for the women they like the best. Then, for an additional two weeks, viewers will be sent personal questions via text message, ostensibly from the women. One lucky winner will win a trip to Vegas to meet the most popular women.

According to Gary Catell, Foster’s Brand Director, “We are at a dramatic cross roads in advertising; consumers have been watching ads on their computers for years. All of a sudden, TV networks are putting their program on the Internet, online allows for more creative freedom.”

“Fosters is a perfect partner for The Massive Mating Game,” said Simon Assaad, co-founder and co-CEO of Heavy. “With MMG, we’ve created an entirely new programming category—massively social—and it benefits enormously from many Fosters brand attributes, not the least of which are the ten hottest Sheilas ever to hit the shores of the U.S.”

Ogilvy conceptualized a viral video campaign to compliment the efforts of the Massive Mating Game; the homemade looking videos will circulate on MyHeavy.com and other video sharing sites. In each, a potentially unfriendly situation is thwarted by the introduction of Foster’s.

“Digital is such a great fit to raise brand awareness, creating a moment that is entertainment – it’s also where the consumer is spending a great deal of time today,” said John Liegy, Group Creative Director and the co creator of this campaign. Liegy continues, “Digital allowed us to distribute Foster’s branded entertainment content through multiple digital platforms – whether broadband website, blogs, or mobile”

For more information, please contact Toni Lee at toni.lee@ogilvy.com or Michelle Parks at michelle.parks@ogilvy.com

Ogilvy & Mather Worldwide
Ogilvy & Mather Worldwide (www.ogilvy.com), a subsidiary of WPP Group plc (NASDAQ: WPPGY), is one of the largest marketing communications networks in the world, with 497 offices in 125 countries, specializing in advertising, relationship and interactive marketing, public relations, sales promotion, and related services. The agency services Fortune Global 500 companies including American Express, BP, DuPont, Ford, Gillette, IBM, Kimberly-Clark, Kodak, Kraft, Mattel, Nestlé, Unilever, and YUM. The hallmark of the agency’s brand-building capabilities is 360 Degree Brand StewardshipSM, a holistic look at communications, using what is necessary from each discipline to build a brand.

About Heavy.com
Heavy is the Number One digital entertainment brand for 18 – 34 year old guys with more than 12 million unique viewers monthly (Nielsen) and a viral reach of 65 million taste-challenged pop culture junkies. Its programming staples include “Behind the Music that Sucks,” “America Suck Countdown,” “Pimp My Weapon,” “Contagious,” “Blisster” and “Tourettes Cowboy.” Portions of Heavy’s library of animation and live-action shorts are available for free download to the video iPod and the Sony PSP. Advertisers on the broadband network include Burger King, Diesel, Axe, Sony and Nike.