Results and Effectiveness

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.

Creative Execution

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 be enjoying the beer. Online video content was a key part, bringing both the bottle and the overall campaign to life, taking the audience along the journey of not only Ghost Wave and the art label project, but the creation and execution of the playable bottle.

Insights, Strategy and the Idea

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. So we adopted the brand positioning to reflect local interests and turned beer into music into art - at the same time. ‘The Beck’s Edison Bottle was born’ – world’s first Beer bottle that plays music. To legitimately connect Beck’s with music, we got behind an upcoming band, Ghost Wave, selected by Damian for us and then help them release their debut album. Live events were created to launch the bottle in front of thousands of creative opinion leaders.