Steinlager: BELIEVE

Credits & Description:

Type of entry: Use of Promo & Activation
Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Advertiser: LION NATHAN
Product/Service: STEINLAGER
Agency: DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Entrant DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Title: BELIEVE
Entrant Company: DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
DM/Advertising Agency: DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND
Group Executive Creative Director: Toby Talbot (DDB Group New Zealand)
Creative Director/Art Director: Regan Grafton (DDB Group New Zealand)
Head Of Copy: Paul Hankinson (DDB Group New Zealand)
Creative Director: Aaron Goldring (Rapptribal)
Art Director: Damian Galvin (DDB Group New Zealand)
Copywriter: Rory Mckechnie (DDB Group New Zealand)
Art Director: Ben Barnes (Rapptribal)
Copywriter: Matt Webster (Rapptribal)
Executive Producer: Judy Thompson (DDB Group New Zealand)
Agency Producer: Tania Jeram (DDB Group New Zealand)
Managing Partner: Scott Wallace (DDB Group New Zealand)
Account Manager: Jonathan Rea (DDB Group New Zealand)
Planning Director: Lucinda Sherborne (DDB Group New Zealand)
Senior Planner: David Mcindoe (DDB Group New Zealand)
Beer Marketing/Sponsorship Director: Danny Phillips (Lion Nathan)
Marketing Manager: Todd Gordon (Lion Nathan)
Brand Manager: Kate Fisken (Lion Nathan)
Sponsorship Manager: Brent Robinson (Lion Nathan)
Describe the brief from the client
To create an association between Steinlager and the Rugby World Cup, when legally the brand was not allowed to have any association. Traditionally Steinlager had enjoyed a long partnership with rugby in the country, but this year archrival Heineken had been named as official sponsor. In this big beer drinking occasion for the target audience of NZ males 18-49, Steinlager needed to ensure people were reaching for their brand, over the flashier, foreign official sponsor with deeper pockets.
Describe the creative solution to the brief/objective.
The last time NZ won the World Cup was 1987 and back then, Steinlager’s iconic white can was in the hands of many celebrating. We drew on this heritage and brought back the white can design from ‘87, promoting it as a lucky charm from the last time we won.
The cans launched with TV, online and print creating the story of a man saving his white can from ’87, for the next time the All Blacks won. Consumers were encouraged to get their own lucky charm white cans, then driven online to our facebook app to show they were saving one for the win.
Describe the results in as much detail as possible.
The last time NZ won the World Cup was 1987 and back then, Steinlager’s iconic white can was in the hands of many celebrating. We drew on this heritage and brought back the white can design from ‘87, promoting it as a lucky charm from the last time we won.
The cans launched with TV, online and print creating the story of a man saving his white can from ’87, for the next time the All Blacks won. Consumers were encouraged to get their own lucky charm white cans, then driven online to our facebook app to show they were saving one for the win.
We gave New Zealanders an emotive reason to go for the home brew that was under fire from a global competitor. We leveraged our home advantage and drew on the established relationship we had with the team and the country, and showed New Zealanders that if they were true supporters of our team, they’d go for Steinlager.