WELLINGTON IN A PINT

TitleWELLINGTON IN A PINT
BrandSELF PROMOTION
Product / ServiceSELF PROMOTION
CategoryC01. Integrated Campaign Led by Promo & Activation
EntrantCLEMENGER BBDO Wellington, NEW ZEALAND
Entrant Company CLEMENGER BBDO Wellington, NEW ZEALAND
Advertising Agency CLEMENGER BBDO Wellington, NEW ZEALAND

Credits

Name Company Position
Anderson Design Anderson Design Model Makers
Martin Gray Clemenger Bbdo Producer
Vee Linton Producer
Scott Mcmillan Clemenger Bbdo Producer
Timothy Greig Digital
Thomas Scovell Clemenger Bbdo Head Of Digital
Susannah Field Designer
Meredyth Dale-Gander Clemenger Bbdo Designer
Peter Montgomery Design Creative Director
Brigid Alkema Clemenger Bbdo Art Director
Sarah Jackson Art Director
Mark Dalton Clemenger Bbdo Art Director
Mike De Tullio Art Director
Cristin Waite Writer
Alex Metson Writer
Emily Beautrais Clemenger Bbdo Writer
Jon Pickersgill Writer
Mike Gwyther Clemenger Bbdo Writer
Dan Moth Clemenger Bbdo Writer
Philip Andrew Clemenger Bbdo Executive Creative Director

The Brief

Wellington calls itself New Zealand’s Craft Beer Capital. But other cities are trying to take that title. We sought an idea that would assert Wellington as the centre for craft beer, by uniting its citizens, home brewers and craft brewers in a stunt that no other city could match.

Describe how the promotion developed from concept to implementation

We launched a contest with Wellington’s craft brewers to make a Wellington-flavoured beer. We called it Clemenger’s Wellington in a Pint. First, the people of Wellington described their city as a beer, which inspired the home brewers to make all kinds of Wellington-flavoured brews. Some beers used seaweed, grass, leaves and other bits of the city. Other beers used themes and ideas about Wellington. The best brews were judged by the craft brewers and produced commercially, then sold across the city.

Describe the success of the promotion with both client and consumer including some quantifiable results

In the first phase of the campaign, the people of the city submitted thousands of Wellington-flavoured beer ideas. The city’s home brewers used these ideas to make 156 inventive, surprising and questionable Wellington-flavoured beers. The top 4 beers were produced and sold as four-packs in supermarkets and on tap throughout the many craft beer bars of the city. At the end of the campaign, Wellington had asserted itself as the centre of craft beer in New Zealand.

Explain why the method of promotion was most relevant to the product or service

Wellington is a uniquely creative city and embraces ideas like this. The strong home brewing and craft beer community meant that the contest would be widely accepted. The large number of craft beer bars throughout the city helped the campaign gain large exposure, all of which helped Wellington be seen as the craft beer capital.