| Title | LIVE DIVE |
| Brand | LION |
| Product / Service | BEER |
| Category | A08. Use of Branded Content & Sponsorship |
| 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 |
| Name | Company | Position |
|---|---|---|
| Damon Stapleton | DDB Group New Zealand | Chief Creative Officer |
| 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 |
| James Conner | DDB Group New Zealand | Senior Art Director |
| Christie Cooper | DDB Group New Zealand | Senior Copywriter |
| Guy Denniston | DDB Group New Zealand | Copywriter |
| Jonathan Rea | DDB Group New Zealand | Senior Account Manager |
| Rupert Price | DDB Group New Zealand | Planning Director |
| Liz Knox | DDB Group New Zealand | Digital Operations Manager |
| Sheetal Pradhan | DDB Group New Zealand | Digital Producer |
| Jason Vertongen | DDB Group New Zealand | Lead Designer |
| Judy Thompson | DDB Group New Zealand | Executive Agency Producer |
| Steve Gulik | DDB Group New Zealand | Editor |
| Cameron Crosby | DDB Group New Zealand | Lead Developer |
| Parker Mason | DDB Group New Zealand | Digital Planner |
| Rosie Grayson | DDB Group New Zealand | Agency Producer |
| Kate Moses | DDB Group New Zealand | Agency Producer |
| Scott Wallace | DDB Group New Zealand | Group Business Director |
| Rosie Grayson | DDB Group New Zealand | Agency Producer |
| Alex Lawson | Zenith Optimedia | Group Business Director |
| Kate Gamble | Zenith Optimedia | Senior Planner |
| Henry Rowley | Zenith Optimedia | Senior Planner |
| Sophia Quilian | Zenith Optimedia | General Manager |
| Nick Boulstridge | Zenith Optimedia | Head of Digital |
| Robert Kay | Zenith Optimedia | Digital Planner |
Steinlager is NZs most internationally acclaimed premium beer, so they have always supported New Zealanders who are just as determined when it comes to being the best. William Trubridge is a 15x world-record breaking New Zealand freediver. But due to the invisible nature of his sport, he was relatively unknown in his home country. We decided to turn his next world record attempt into a live national sporting event. Not an easy task when it was taking place 102m underwater, over 13,000km away. We needed to turn the most inaccessible sport in the world into a spectator sport.
Most importantly we turned the most inaccessible sport in the world into the most watched New Zealand sporting event of 2014. - Nearly a quarter of the population tuned in to watch the event. - A combined New Zealand TV and online audience that was bigger than the Fifa World Cup final. - In a declining market we grew sales by 9%, twice the level expected. - An earned media value of over $1,121,000 with 129 news stories - 23,580,635 media impressions. - William Trubridge has gone from being unknown in New Zealand to one of our biggest sporting heroes.
1. TV, billboards, cinema and PR introduced William to NZ. 2. We educated kiwis through social media, posters and radio as well as a partnership with the NZHerald and BreakfastTV who both ran a series of editorial stories. 3. On our website kiwis could send messages of support to William. 4. We roadblocked the digital billboard, radio and banner ad networks on the morning of the dive to drive viewers. 5. The event was broadcast live on Breakfast TV as an hour-long live piece of content as well as on radio, online, twitter and digital billboards.
We had an amazing event, a world record dive where a kiwi would attempt the impossible - but how do we bring it to the nation? We did this through three phases. First we introduced William to the country. Then we announced the event and educated New Zealanders about the sport, just how difficult it would be, and why Steinlager were involved. Then we disrupted and engaged so NZ would stop and support William - this phase drove views and participation on the day of the dive.