|Title||BECK’S MAKES MUSIC OUT OF BEER – LITERALLY!|
|Brand||LION BREWERIES NZ|
|Product / Service||BECK'S|
|Category||J04. Innovative use of technology|
|Entrant||ZENITHOPTIMEDIA Auckland, NEW ZEALAND|
|Advertising Agency||SHINE LIMITED Auckland, NEW ZEALAND|
|Media Agency||ZENITHOPTIMEDIA Auckland, NEW ZEALAND|
|Entrant Company||ZENITHOPTIMEDIA Auckland, NEW ZEALAND|
We built the player. And launched it on stage at Semi-Permanent, in front of thousands of creative opinion leaders (Damian’s that is). Using a mixture of Outdoor, Digital, Radio and Social Media we brought both Ghost Wave and the Playable bottle to the world whilst keeping the product at the center of the campaign. Radio and Outdoor created reach whilst we established in depth connections with audiences through digital and social. Events connected our audience to the project and the playable bottle during times they were able to enjoy the beer.
Damian engaged. Most importantly he bought more Beck’s than ever before during the campaign period. Whilst the total beer market regained a little momentum to record 1.7% volume increase, we were up by 39.5% vs the same campaign period year prior. We dramatically improved the brand scores, Adorers went from less than 1% to 4%, buyers went from 15% to 26%. During the campaign Beck’s became synonymous with music and we had keywords like Beck's Edison Bottle, Bottle Player, Bottle Phonograph, Edisonbottle trending on twitter. Finally, every dollar spent on media returned $10.65.
The Beer market in NZ, and globally, is declining. Total Beer market for 2012 was -6.2% compared to previous year. Damian, our target audience (male 25-34), has lots of choices driven by the explosion of boutique craft brewers and the ever increasing imported beer options. Given this market situation, we are asked to halt the declining sales. Globally, Beck has been associated with Art but we knew that Damian, likes art but he loves music. The challenge was to reinforce the core idea - beer into music into art, with an overt demonstration, linked directly to Beck’s key touchstone off a very limited budget. A creative and media challenge in one. The idea had to drive its own media in order to be successful. Cue the Edison Bottle. Inspired by Thomas Edison’s Edison Cylinder, we turned the Beck’s bottle into a device that plays music, literally turning music into art.