| Title | PINBALL SKATE PARK |
| Brand | FRUCOR BEVERAGES |
| Product / Service | MOUNTAIN DEW |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
| Entrant Company: | COLENSO BBDO Auckland, NEW ZEALAND |
| Advertising Agency: | COLENSO BBDO Auckland, NEW ZEALAND |
| Media Agency: | OMD NEW ZEALAND Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Nick Worthington | Colenso BBDO | Executive Creative Director |
| Victoria Daltrey | Colenso BBDO | Art Director |
| Will Bingham | Colenso BBDO | Copywriter |
| Jae Morrison | Colenso BBDO | Agency Director/Editor |
| Tim Ellis | Colenso BBDO | Senior Account Director |
| Sam Wallace | Colenso BBDO | Account Manager |
| Rob Linkhorn | Colenso BBDO | Agency Producer |
| Paul Courtney | Colenso BBDO | Agency Producer |
| Dan Wright | Colenso BBDO | Digital Creative Director |
| James McMullan | Colenso BBDO | Digital Producer |
| Amanda Lyon | Frucor Beverages | Marketing Manager |
| Joanna Hollins | Frucor Beverages | Senior Brand Manager |
| Simon Pound | Satin & Lace | Producer |
| Warren Green | Satin & Lace | Director |
| Images & Sound | Sound Design | |
| Tough Love / Rock n Rolla | Music - Artist/Title | |
| Mark Ward | Mark Ward Studio | Illustrator |
| Brendon Reid | Automative Associates | Lighting |
| Gareth Evans | Sniper Systems | Programmer |
| Corban Walls | Remain Industries | Park Designer |
With only 10% of our budget spent on Media we needed fans to continue the conversation for us. And they did. • Over $400,000 earned media in NZ alone. • Featured on CNN World Report and over 100 news stations across the world. • Featured on thousands of websites and blogs. • Tony Hawk tweeted about it. (2.5 million followers) • 81% growth in sales (more than double our targets.) • Became fastest growing CSD in New Zealand. • Became No.1 fruit CSD in Convenience and Oils for the first time in history.
We began by enlisting the help of three extreme sports pros and set to work building a 600 square metre pinball machine in a warehouse in West Auckland. The design considered every detail. It had a 13 metre high illuminated backboard, bumpers, flippers and even a plunger to launch players in. There were also dedicated zones for each Mountain Dew flavour. And it was wired with hundreds of sensors, sounds and lights to score your run just like pinball. The campaign documented the build from start to finish, culminating with an invitational skate competition for thirty of New Zealand’s top skaters. And afterwards the park remained open for the public to ride. A TVC supported the launch and promoted the park via a website. Once online you could explore the machine, follow a videoblog of the build, watch a live feed and download 360˚ photos of yourself at the park.
Launching three new Mountain Dew flavours into a hugely crowded carbonated soft drinks (CSD) market was never going to be easy. Our target market (14-24yrs) are highly social and place a lot of value on social currency. They respect brands that don’t market at them. However they know little about Mountain Dew in NZ. So our solution was to create a campaign that they could experience, participate in, watch, talk about with friends, blog about, ‘like’ and share. A campaign that would make Mountain Dew famous amongst New Zealand teens. Inspired by our three electric-themed flavours we decided to mix electricity with skating and take extreme sports to the next level. Our idea was to build a fully functioning pinball machine you can ride. It would become a brand experience that would connect far deeper than anything seen before from Mountain Dew.