Cannes Lions

STRONGBOW CIDER

DISTRICT AGENCY, Melbourne / STRONGBOW / 2012

Film
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Overview

Entries

Credits

Overview

Execution

The Idea: A Strongbow neon surfing stunt at Bondi beach on summer’s eve with twenty local surfers to celebrate the start of summer.We created custom-made, branded neon-suits and surfboards; we went surfing on the eve of summer, at iconic Bondi beach, and threw a big media party overlooking the stunt, had fireworks, got legendary surf film-maker Jack McCoy to film it, focussed on mass-media exposure, got the film online within 24 hours and made the stunt so good it went global by the end of the day.

It surpassed all expectations!

Outcome

Over summer 12/2011, the number of Strongbow drinkers grew by 131%, 72% faster than the growth of the total cider category.Compared with the same period the previous year, Strongbow experienced a 7.6% increase in volume sales and a 10.3% uplift in value sales (December-January YOY)The campaign activity generated media coverage on every major free-to-air news bulletin in Sydney, national coverage online, major metropolitan newspaper coverage.This resulted in 32,388,866 in readership/viewership.International coverage on CNN, Dailymail.co.uk, BBC Worldwide, guardian.co.uk, Fuji TV, New York Daily News and more.It attracted 434,000 views on YouTube

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