Title | CHANGE THE BOTTLE, CHANGE THE GAME |
Brand | LION |
Product / Service | BEER |
Category | A03. Use of Merchandising/In-Store Marketing |
Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Advertising Agency | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Media Agency | ZENITH OPTIMEDIA Auckland, NEW ZEALAND |
Production Company | USEFUL FILMS Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Shane Bradnick | DDB Group New Zealand | Executive Creative Director |
Chris Schofield | DDB Group New Zealand | Creative Director |
Haydn Kerr | DDB Group New Zealand | Digital Creative Director |
Ben Barnes | DDB Group New Zealand | Art Director |
Matt Webster | DDB Group New Zealand | Digital Copywriter |
Scott Wallace | DDB Group New Zealand | Group Business Director |
Jonathan Rea | DDB Group New Zealand | Senior Account Manager |
Paul Pritchard | DDB Group New Zealand | Digital Business Director |
Liz Knox | DDB Group New Zealand | Digital Executive Producer |
Jason Vertongen | DDB Group New Zealand | Lead Digital Designer |
Jim Pachal | DDB Group New Zealand | Digital Designer |
David Woon | DDB Group New Zealand | Digital Designer |
Michiel Cox | DDB Group New Zealand | Digital Planner |
Jack Murphy | DDB Group New Zealand | Social Planner |
Matt Van Der Loos | DDB Group New Zealand | Mac Designer |
Kathryn Hollis | DDB Group New Zealand | Mac Designer |
James Barr | Useful Films | Director |
Carne Bidwell | Useful Films | Producer |
Steinlager needed to be the most visible brand in stadiums during the Steinlager Series, but our media budget was $0. We had one tiny space no one else did ¬– the label on our beer. So we changed every bottle to match an All Black player on the field and turned the beer into a social game for fans.
Most beers have promotions. Our beer was the promotion. By putting our activity in the hands of the fans Steinlager became the most talked about brand at the game.
• In just three games, we reached over a quarter of the population of New Zealand via the social feeds of the fans who posted selfies during the series. • During the series Steinlager had 91% share of voice, squeezing other brands out. • Steinlager’s Twitter followers increased by over 500%. • Best of all and for the first time ever, Steinlager sold out at Eden Park, New Zealand’s biggest stadium.
By posting a selfie with the bottle, fans were in to win every time their All Black scored. So if player number 10 nailed the kick, fans holding beer number 10 posted to Twitter, Instagram or Facebook and we rewarded them live with prizes delivered by events teams in the stadiums.