Title | BELIEVE |
Brand | LION BREWERIES |
Product / Service | FOOD AND BEVERAGE |
Category | C01. Integrated Campaign Led by Promo & Activation |
Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company: | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Sales Promotion/Advertising Agency: | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Toby Talbot | DDB Group New Zealand | Group Executive Creative Director |
Regan Grafton | DDB Group New Zealand | Creative Director |
Damian Galvin | DDB Group New Zealand | Art Director |
Rory McKechnie | DDB Group New Zealand | Copy Writer |
Paul Hankinson | DDB Group New Zealand | Head of Copy |
Judy Thompson | DDB Group New Zealand | Head of Television |
Tania Jeram | DDB Group New Zealand | Agency Producer |
Scott Wallace | DDB Group New Zealand | Managing Partner |
Jonathan Rea | DDB Group New Zealand | Account Manager |
Danny Philips | Lion Nathan | Beer Marketing & Sponsorship Director |
Todd Gordon | Lion Nathan | Marketing Manager |
Adam Stevens | Robbers Dog | Director |
Mark Foster | Robbers Dog | Producer |
Ginny Loane | DOP | |
Andrew Beattie | Make-up design /prosthetics | |
Paul Maxwell | Offline Editor | |
Jon Cooper | Coopers of Franklin Road | Sound Design |
Pete Ritchie | Toybox | Grade |
Stefan Coory | Blockhead | Online |
Peter Van der Fluit | Liquid Studios | Music Composer |
To create an association between Steinlager and the Rugby World Cup, when legally the brand was not allowed to have any association with the event. Traditionally Steinlager had enjoyed a long partnership with rugby in the country, but this year arch-rival Heineken had been named as official sponsor. In this big beer drinking occasion for the target audience of NZ males 18-49, Steinlager needed to ensure people were reaching for their brand, over the flashier, foreign official sponsor with deeper pockets. We looked to give New Zealanders an emotive reason to go for the home brew.
The last time NZ won the World Cup was 1987 and back then, Steinlager’s iconic white can was in the hands of many celebrating. We drew on this heritage and brought back the white can design from ‘87, promoting it as a lucky charm from the last time we won. The cans launched with TV, online and print creating the story of a man saving his white can from ’87, for the next time the All Blacks won. Then following up, print encouraged consumers to do the same and get their lucky charm white cans. They were then driven online to our Facebook app to show they were saving one for the win.
Steinlager is currently the most recognized brand of the Rugby World Cup, well above all actual official sponsors. When prompted, 54% of consumers believed Steinlager was the official beer brand of the RWC, with the official beer sponsor, Heineken, languishing on 36%. The can is currently the number one canned beer in the marketplace, with 2.5 of 3 million units already sold, and another run ordered. Perhaps even more importantly, all Steinlager variants have enjoyed a halo effect in sales, and brand adorers are at all time highs with brand exiles at an all time low.
For our target audience of NZ males, nostalgia and loyalty have been the perfect motivators. While the All Blacks are perceived as the world's best team, they haven’t actually won a RWC since 1987. Every RWC year is greeted with nervousness by Kiwis, as we worry the team will again fall at the final hurdle. By bringing back the iconic white can, Steinlager successfully reminded consumers that the brand had been through all the highs and lows they had, and reminded them that this was the brew they were drinking last time we won. By positioning the can as a lucky charm, we’ve sold one can for every New Zealander of legal age in under just two months.