Steinlager Promo STEINLAGER PIECE OF PURITY by Publicis Mojo Auckland, Shift

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STEINLAGER PIECE OF PURITY

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Industry Beers and Ciders
Media Promo & PR
Market New Zealand
Agency Publicis Mojo Auckland
Agency Shift
Creative Director Ross Howard, Mark Zeman
Art Director Jeremy Clark
Digital Creative Director Greg Wood
Released October 2010

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: LION NATHAN
Product/Service: STEINLAGER PIECE OF PURITY
Agency: SHIFT
Agency: PUBLICIS MOJO
Date of First Appearance: Oct 15 2010
Entrant Company: SHIFT, Auckland, NEW ZEALAND
Entry URL: http://land.steinlagerpure.com/Default.aspx?Country=GB&ReturnUrl=%2fDefault.aspx
Creative Director: Ross Howard (Shift Auckland)
Creative Director: Mark Zeman (Shift Auckland)
Digital Strategist: Stuart Parker (Shift Auckland)
Account Manager: Amanda Gada (Shift Auckland)
Project Manager: Julia Eslick (Shift Auckland)
Web Developer: Grant Clifton (Shift Auckland)
Web Developer: Max Gilbert (Shift Auckland)
Web Developer: Cato Johnston (Shift Auckland)
Flash Developer: Andy Biggs (Shift Auckland)
Interface Designer: Lelane Fourie (Shift Auckland)
iOS App Developer: Karl Von Randow (Cactuslab)
Digital Strategist: Andre' Louis (Publicis Mojo Auckland)
Digital Creative Director: Greg Wood (Publicis Mojo Auckland)
Art Director: Jeremy Clark (Publicis Mojo Auckland)
Senior digital Producer: Rochelle Ivanson (Publicis Mojo Auckland)
Production Manager: Brendon Eastlake (Publicis Mojo Auckland)
Account Director: Luke Farmer (Publicis Mojo Auckland)
Account Director: Dominic Henshall (Publicis Mojo Auckland)
Account Manager: Jen Hird (Publicis Mojo Auckland)
Media placement: Website - Http://land.steinlagerpure.com/Default.aspx?Country=GB&ReturnUrl=%2fDefault.aspx - October 2010
Media placement: POS - Posters And Coasters In Bars With Unique Codes For Redemption Via SMS,WEB Or Mobile App. - October 2010
Media placement: Mobile Application - Downloadable Mobile App - October 2010
Media placement: SMS- Shortcode-Based Entry/response Mechanic - Hortcode-Based Entry/response Mechanic - October 2010

Describe the objective of the promotion.
Steinlager Pure is a premium beer, created using only pure ingredients from one pure source – New Zealand.

Launching Steinlager Pure into North America, Lion Nathan needed to drive trade uptake through an international sales promotion.

The promotion needed to establish the brand story for Steinlager Pure with both trade and consumers: to encourage trial by showing them that when they’re drinking Steinlager Pure, they’re holding a piece of pure New Zealand right there in their hand.

Describe how the promotion developed from concept to implementation.
Concept: Buy a Steinlager Pure, and you get a piece of New Zealand – and the chance to visit it for real.

We leapt fences and legal hurdles to make thousands of plots of pristine New Zealand forest available to drinkers.

We focused on mobile channels to enable immediate engagement.
Point of Sale codes redeemed via SMS ensured ease of acquisition, while the iPhone app delivered deep experiences, through AR and location based interaction.

We connected people to their piece of purity, through GPS mapping, real-time weather updates, and motion-sensitive panoramas. And enabled them to share it through Facebook and email.

Explain why the method of promotion was most relevant to the product or service.
We used mobile channels to engage with drinkers while they’re in a bar, with a bottle in their hand. It enabled us to leverage the contrast between the point of consumption (eg: a bar in Manhattan), and the point of origin – the purest place in the world.

The iPhone app leverages the gyroscope to create 360º Augmented Reality panoramas that provide a visceral, immersive and immediately social connection to a pristine New Zealand forest landscape.

And with a full range of digital engagement channels, registering for your own piece of paradise is instant, rewarding, and shareable.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The campaign is rolling out territory by territory, but as a foray into select bars in North America it has been a real success in terms of educating drinkers and trade staff about the provenance of Steinlager Pure.

Importantly in B2B terms the backing of a niche new product with such a weighty and engaging promotion has seen us dramatically increase the number of outlets serving Steinlager Pure from 450, to an extraordinary 5900. In a market heavily weighted on the demand side in favour of incumbents with massive spends, this increase in supply is an absolute success.