Cannes Lions

STEINLAGER PIECE OF PURITY

SHIFT, Auckland / LION NATHAN / 2011

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Overview

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Credits

Overview

Execution

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.

Outcome

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.

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