Brief Explanation

Despite a recent boom in craft beers, New Zealand’s beer market is in decline, with Steinlager, the national beer, facing a 3.1% decline in sales. To grow again, Steinlager needed to reassert its ‘born to defy’ brand attitude and exploit its heritage credentials. For a small country, New Zealand defies expectations when it comes to international sport – read: All Blacks. However, New Zealanders had become all too familiar with their success and consequently less inspired by it. Steinlager needed a new champion to invoke national pride.

Results and Effectiveness

Unfortunately, William missed the attempt in the last few metres, but we still managed to capture the hearts of New Zealanders, reminding them of the proud, convention-defying spirit of our great nation. • In a declining market sales were up 2.3% • Brand equity increased not just the targeted 1%, but 10% • Buyers increased from 28% to 31% • Spontaneous awareness (Steinlager) increased from 41% to 44% • Brand trial increased from 53% to 55% • 462,100 people watched live, increasing Breakfast ratings that day by 33%. To give perspective, we drove a larger increase than when Felix Baumgartner jumped from Space!

Creative Execution

The dive was mid-week at 8am, not a typical sports programming slot, and completely off limits to alcohol brands. However, a nation-stopping, media first was secured. A live, one-hour special on a state-owned broadcaster including Steinlager branding was aired. To build anticipation, a brand TVC and a 15s live dive promo drove viewers to the event and OOH screens introduced William and the dangers of free diving. Real-time Twitter feeds from sensors on William’s wetsuit kept everyone up-to-date, and, for the first-time, progress updates could be seen on mobile screens on every digital billboard screen across the nation.

Insights, Strategy and the Idea

William Trubridge was the next New Zealander set to make his mark, attempting a death-defying, record-breaking, free dive of 102m. The strategy reminded New Zealanders of what they (and Steinlager) stand for, rallying the whole country behind William’s attempt. But, free diving is relatively unknown, and we knew the nation wouldn’t take notice unless Steinlager did something bold. The first phase targeted male beer drinkers aged 25-45 yr to announce the forthcoming record attempt. The second phase targeted all adults across the nation, designed to get people to tune in to the live broadcast. A media first for New Zealand.