To position Speight’s as “The stuff of legends” we created a legend of our own.We learned that New Zealanders in the UK were missing their favourite beer. So a working Speight’s Alehouse was strapped to the deck of a cargo ship and sailed across the world to London’s Canary Wharf, much to the delight of the city’s sizable Kiwi population and the loyal drinkers back in New Zealand. The crew for the ship were recruited in a national campaign. This is a part of their story.

We re-allocated the media budget from a traditional media approach into a multi-layered Communication budget. We created momentum through heavy upfront expenditure & convinced media partners that the campaign was truly newsworthy. Conventional placement of our $750k budget across an 8 month period would have failed. Our media partnership approach delivered credibility and sustained engagement: - weekly coverage on NZ's only nightly primetime sports programme - monthly reporting on NZ's No.1 national peak time news - comprehensive coverage in the leading national newspaper - Breakfast radio feeds across 3 stations in the biggest radio network The campaign was split into 6 phases to maintain interest and engage consumers using a wide media mix that let content appear as news as it happened. The budget was used to create content for editorial, supported by minimal advertising expenditure - a brave and unconventional, but highly successful consumer engagement strategy.

Speight’s regained its position as New Zealand’s biggest selling beer.6% of all New Zealand men applied online to accompany the working Speight’s Alehouse on its journey to London.

A double-digit increase in Brand Adoration was achieved whilst all other mainstream beers declined.