Integrated Marketing Campaign

Silver
CAMPAIGN
Deep Dive
AGENCY
DDB NZ
CLIENT
Lion
BRAND
Steinlager Pure
DETAILS
In the face of aggressive competition from international brand Heineken, Steinlager, the beer of New Zealand had to fight back. Steinlager has always been the flag-bearer for New Zealanders, representing the best of what this little nation perched on the edge of the world has to offer. Proud sponsor of the All Blacks for 25 years and successful America’s Cup boats in the past, Steinlager now had to find a new angle on the national narrative of the plucky underdog taking on the world.
 
Enter William Trubridge, a World Champion free diver unknown to most New Zealanders. William, the personification of the New Zealand psyche, a resolute and fiercely independent person taking on seemingly impossible challenges and beating the world on his own terms.
 
The ‘Deep Dive’ campaign not only converted lapsed drinkers into brand adorers but also reversed declining sales and returned the brand to growth. While the category grew by 3.2% year on year, Steinlager grew ahead of the market at 8.7%, adding 1.7 million litres to volume sales and all without discounting.
CAMPAIGN
Tui Catch a Million
AGENCY
Saatchi & Saatchi New Zealand
CLIENT
Heineken New Zealand
BRAND
Tui
DETAILS
We transformed what could have been a very conventional summer sports sponsorship into a powerful brand and sales driver for The Tui Brewery over the key summer season. It got Tui’s beer sales back on track and put the brand at the centre of the summer in New Zealand.
 
By focusing on the fan experience and breaking the convention in sports sponsorship, we turned spectators into participants, stadiums across New Zealand into a sea of Tui orange, and in doing so created a world first activation that made Tui synonymous with New Zealand’s national cricket team, nicknamed the ‘Black Caps’.
 
Partners
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters
Media Supporters