|Title||EMERSON'S - TINY PUB|
|Product / Service||BEER|
|Category||C05. Customer Retail / In-Store Experience|
|Entrant||DDB NEW ZEALAND Auckland, NEW ZEALAND|
|Idea Creation||DDB NEW ZEALAND Auckland, NEW ZEALAND|
|Media Placement||MEDIACOM NEW ZEALAND Auckland, NEW ZEALAND|
|PR||MANGO Auckland, NEW ZEALAND|
|Production||REVOLVER Sydney, AUSTRALIA|
|Damon Stapleton||DDB Group New Zealand||Chief Creative Officer|
|Gary Steele||DDB Group New Zealand||Executive Creative Director|
|Rory McKechnie||DDB Group New Zealand||Creative Director|
|Zac Lancaster||DDB Group New Zealand||Art Director|
|Judy Thompson||DDB Group New Zealand||Agency Executive Producer|
|Amanda Summersby||DDB Group New Zealand||Post Production Producer|
|Jason Vertongen||DDB Group New Zealand||Head of design|
|Ashley Cook||DDB Group New Zealand||Digital Designer|
|Matthew Jones||DDB Group New Zealand||Digital Designer|
|Simon Betton||DDB Group New Zealand||Head of Technology|
|Paul Hutcheon||DDB Group New Zealand||Front End Developer|
|Mike McMillian||DDB Group New Zealand||Editor|
|Johannes Gertz||DDB Group New Zealand||Head of Digital Delivery|
|Blair Sayer||DDB Group New Zealand||Illustrator|
|Jennifer Travers||DDB Group New Zealand||Lead Business Partner|
|Michael Doolan||DDB Group New Zealand||Senior Business Director|
|Maddie Paige||DDB Group New Zealand||Business Co-Ordinator|
|Lucinda Sherborne||DDB Group New Zealand||Planning Director|
|Jack Murphy||DDB Group New Zealand||Senior Planner|
|Michael Ritchie||Revolver||Managing Director/EP|
|Kate Moses||Revolver||Producer (NZ)|
|Bruce Everard||Revolver||Production Designer|
|Rob Marsh||Unique Creative||Construction|
|The Glue Society Studios The Glue Society Studios||The Glue Society Studios||Editing & Post Production|
|Otis Studios Otis Studios||Otis Studios||Music and Sound|
|Reel Factory Reel Factory||Reel Factory||Additional Content Company|
|Brianna Elder||Mango Communications||Experiential Director|
|Sonja Motus||Mango Communications||Senior Experiential Producer|
|Patricia Grieg||Mango Communications||PR Account Director|
|Hannah Pearce||Mango Communications||PR Senior Account Executive|
|Dave Pearce||Emerson's||General Manager Craft|
|Scott Wright||Emerson's||Insight’s and Innovation Director|
|Alison Futcher||Emerson's||Brand Manager – Craft Beer|
|Greg Menzies||Emerson's||Sales and Marketing Manager|
The Tiny Pub was an immersive experience – crafted to give two people at a time the ultimate pub-going experience, according to Emerson’s. It was intentionally small to emphasize our focus on quality over quantity, and customers could book in 27 minute sessions – the perfect amount of time to enjoy a pint.
Emerson’s is a regional beer, based in the far south of New Zealand. They wanted to grow their footprint throughout the rest of the country, while staying true to their core beliefs of patience, craft, and appreciation for beer – not just in the brewing, but also in the way it is consumed.
We created the Tiny Pub – a two man bar with everything you need to enjoy the perfect beer, and nothing more. The antidote to modern gastropub monstrosities, the pub went on a national tour, where people could book in pairs for a taste of everything Emerson’s holds dear about the beer drinking experience. This also proved fortuitously timed as the country emerged from lockdown - with people desperate to catch up with mates for a socially distanced beer. The sessions lasted 27 minutes – the perfect amount of time to enjoy a pint and the pub’s features, including a tiny piano, mini dartboard, and even The Tiny Pub Gazette.
While other brewers try to achieve fame through scale and being in as many pubs as possible, The Tiny Pub was designed to immediately set Emerson’s apart from other beers – with a focus on respect for the craft of the beer, and quality over quantity.
The Pub embarked on a national tour lasting several months, setting up in picturesque locations throughout the country. We also captured content along the way which has been rolled out in a social and online campaign. Plans are already underway for the 2021 tour.
At launch the Pub was featured on national television, and subsequently the entire tour booked out before a single pint had been poured. Emerson’s experienced the highest brand recognition in its history as a result of the tour, and reversed a 12% decline in supermarket sales into a 14% increase. In fact sales were so strong that Emerson’s completely sold out of their beer by the conclusion of the tour.