Lion Case study CHANGE THE BOTTLE, CHANGE THE GAME by DDB Auckland

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CHANGE THE BOTTLE, CHANGE THE GAME

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Industry Beers and Ciders
Media Case study
Market New Zealand
Agency DDB Auckland
Released March 2014

Awards

Spikes Asia, 2014
Media USE OF MEDIA: USE OF AMBIENT MEDIA: SMALL SCALE Bronze Spike

Credits & Description

CLIENT LION
PRODUCT BEER
ENTRANT DDB GROUP NEW ZEALAND AUCKLAND, NEW ZEALAND
TYPE OF ENTRY USE OF MEDIA
CATEGORY USE OF AMBIENT MEDIA: SMALL SCALE
TITLE CHANGE THE BOTTLE, CHANGE THE GAME
PRODUCT/SERVICE BEER
ENTRANT COMPANY : DDB GROUP NEW ZEALAND AUCKLAND, NEW ZEALAND
ADVERTISING AGENCY : DDB GROUP NEW ZEALAND AUCKLAND, NEW ZEALAND
MEDIA AGENCY : ZENITH OPTIMEDIA AUCKLAND, NEW ZEALAND
PRODUCTION COMPANY : USEFUL FILMS AUCKLAND, NEW ZEALAND
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
BEN BARNES DDB GROUP NEW ZEALAND ART DIRECTOR
MATT WEBSTER DDB GROUP NEW ZEALAND COPYWRITER
SCOTT WALLACE DDB GROUP NEW ZEALAND GROUP BUSINESS DIRECTOR
JONATHAN REA DDB GROUP NEW ZEALAND SENIOR ACCOUNT MANAGER
PAUL PRITCHARD DDB GROUP NEW ZEALAND DIGITAL BUSINESS DIRECTOR
LIZ KNOX DDB GROUP NEW ZEALAND DIGITAL EXECUTIVE PRODUCER
JASON VERTONGEN DDB GROUP NEW ZEALAND LEAD DIGITAL DESIGNER
JIM PACHAL DDB GROUP NEW ZEALAND DIGITAL DESIGNER
DAVID WOON DDB GROUP NEW ZEALAND DIGITAL DESIGNER
MICHIEL COX DDB GROUP NEW ZEALAND DIGITAL PLANNER
JACK MURPHY DDB GROUP NEW ZEALAND SOCIAL PLANNER
MATT VAN DER LOOS DDB GROUP NEW ZEALAND MAC DESIGNER
KATHRYN HOLLIS DDB GROUP NEW ZEALAND MAC DESIGNER
JAMES BARR USEFUL FILMS DIRECTOR
CARNE BIDWELL USEFUL FILMS PRODUCER
Results and Effectiveness:
• In just three games, we reached over a quarter of the population of New Zealand via the social feeds of the fans who posted selfies during the series. • During the series Steinlager had 91% share of voice, squeezing other brands out. • Steinlager’s Twitter followers increased by over 500%. • Best of all and for the first time ever, Steinlager sold out at Eden Park, New Zealand’s biggest stadium.
Creative Execution:
By posting a selfie with the bottle, fans were in to win every time their All Black scored. So if player number 10 nailed the kick, fans holding beer number 10 posted to Twitter, Instagram or Facebook and we rewarded them live with prizes delivered by events teams in the stadiums.
Insights, Strategy and the Idea:
Steinlager needed to be the most visible brand in stadiums during the Steinlager Series, but our media budget was $0. We had one tiny space no one else did ¬– the label on our beer. So we changed every bottle to match an All Black player on the field and turned the beer into a social game for fans.