Title | DB EXPORT BEER BOTTLE SAND |
Brand | DB BREWERIES |
Product / Service | DB EXPORT |
Category | C03. Exhibitions / Installations |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | PHD Auckland, NEW ZEALAND |
Additional Company | UNION DIGITAL Auckland, NEW ZEALAND |
Additional Company 2 | FINCH Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
Andy Blood | Colenso BBDO | Executive Creative Director |
Simon Vicars | Colenso BBDO | Creative Director |
Andre Sallowicz | Colenso BBDO | Creative Director |
Brett Colliver | Colenso BBDO | Art Director |
James Tucker | Colenso BBDO | Strategist |
Brent Courtney | Colenso BBDO | Senior Designer |
Angela Watson | Colenso BBDO | Head of Account Management |
Brodie Reid | Colenso BBDO | Group Business Director |
Micth Lovich | Colenso BBDO | Business Director |
Kate Boekhorst | Colenso BBDO | Project Manager |
Neil Walker | Colenso BBDO | Senior Account Manager |
Robert Vela | Colenso BBDO | Account Executive |
Jen Storey | Colenso BBDO | Head of Broadcast |
Paul Courtney | Colenso BBDO | Executive Producer |
Scott Chapman | Colenso BBDO | Senior Producer |
Adnaan Narot | Colenso BBDO | Production Coordinator |
Mylene Ong | Colenso BBDO | Head of Strategy |
Andy McLeish | Colenso BBDO | Head of Planning |
Nick Harvey | Colenso BBDO | Experiential Group Business Director |
Nick Harvey | Colenso BBDO | Experiential Group Business Director |
Kath Doubleday | Colenso BBDO | Account Manager (Experiential) |
Andy Routley | DB Breweries | Managing Director |
Sean O’Donnell | DB Breweries | Marketing Director |
Tony Wheeler | DB Breweries | Senior Marketing Manager – Mainstream Brands |
Heath Dickson | DB Breweries | Brand Manager – DB Export |
The world is running out of sand. Sand is used in everything from construction to pharmaceuticals, and as result two thirds of the world’s beaches are retreating. Desert sand is too fine to be used in construction, sending the demand for beach sand soaring. A billion-dollar black market has resulted in the illegal extraction of sand from Sierra Leone to Singapore. Sand is the second most exploited natural resource on the planet and takes hundreds of thousands of years to regenerate. At the same time, global mainstream beer consumption is in decline. So we built machines that turn empty beer bottles into a sand substitute. To save their beaches, we asked New Zealanders to empty a bottle of DB Export. Made from desert sand, each bottle makes 200 grams of sand substitute. To make a difference we needed New Zealanders to empty as many DB Export bottles as possible!
Our promotional campaign encouraged New Zealanders to take action. TV, outdoor, digital – even the labels on the bottles – everything directed drinkers to take one simple action: empty a bottle of DB Export. The more empty bottles we had, the more sand substitute we could create. The machines toured bars and events all over the country. Each machine turns a bottle of DB Export into sand in just 5 seconds. As the bottle is pulverised a vacuum system removes contaminants like plastic labels, leaving behind 200 grams of sand substitute. We then partnered with New Zealand’s largest recycling company to create commercial quantities of our sand by combining our empty bottles with non-recyclable glass destined for landfill. For every 12 pack of beer sold in New Zealand, 3 bottles end up in landfill. DB Export Beer Bottle Sand kept both sand on the beaches, and glass out of landfill.
The machines (and their social media connectivity) helped drive a huge response. Our drinkers emptied 13 million bottles - helping DB Export become the only mainstream beer to grow in value and volume. In a category declining at 6%, DB Export sales increased by 9%. Thanks to our drinkers, Beer Bottle Sand was supplied to construction companies, roading projects, golf courses, and drainage companies around the country. A two year deal to supply Beer Bottle Sand to Drymix (New Zealand’s largest concrete producer) has seen us create our own brand of eco-concrete, sold to consumers through the country’s biggest home improvement chain (104 stores). Requests for our machines have come from as far away as Japan, with scoping to supply Dubai with 500 machines currently underway. Thousands of user-generated videos were shared from machines, with our campaign video receiving 53 million views and 700,000 shares.
At the heart of this campaign were our DB Export Beer Bottle Sand machines. They turned bars, pubs and liquor stores into a promotional space for DB, and gave the campaign a clear and simple way for consumers to be involved. To make our Beer Bottle Sand we needed drinkers to get involved by emptying a bottle of DB Export. This was an ongoing brand promotion that people were happy to be involved with! Our fully branded eco concrete (made using Beer Bottle Sand) sold nationwide, adding yet another way for New Zealanders to get involved with our promotion.
Men aged 25-34 are the biggest beer consumers both in New Zealand, and worldwide. This demographic is often painted as self-centred, blokey, and prone to moments of stupidity and short-sightedness. But our research into our core target market unearthed some more noble traits than the usual clichés suggest. We discovered that these men want to make a difference. They want to make their mark on the world and are more invested in their environment than we give them credit for. Sure, they’re still often blokey. Still prone to moments of stupidity but with underlying character traits that gave us a great way in. The simple call to action across all of our work – drink DB Export, save our beaches – created a fun permissibility around beer drinking. It allowed NZ men, who had been turning away from the beer category to feel good about themselves for choosing us.