Cheers to your very own piece of New Zealand.
Imagine a piece of the purest land in the world secured in your name – and the chance to see it for real.
Taking the iconic-in-New-Zealand but globally tiny Steinlager Pure brand to the world was not going to be easy — especially with a budget that would barely get us one month on a Times Square billboard. We went back to the product truth and came up with a plan that would resonate with urban dwellers the world over.
That plan: When you buy a Steinlager Pure, you get a piece of pure New Zealand. There’s a great video of the result, here.
It took a while, but we worked with our client (the wonderful Ben Wheeler) to reserve 120 hectares of native New Zealand forest and wetland, in the name of Steinlager Pure drinkers in our launch markets. The deal: Buy one Steinlager Pure, enter your code, and you get a unique piece of this iconic part of New Zealand reserved in your name. Buy another, and you add a chance to visit your piece of land for real – courtesy of Steinlager.
Steinlager Pure was a niche brand launching into behemoth beer markets like the US, Canada and the UK, so we had to make sure the idea would cut through. Posters showed actual shots of the land, divided into unique portions. Coasters were cut from those poster images, each containing an innovative snap-to-open code. Buy the beer, get the coaster (already a unique piece), then enter your code via SMS, mobile site or on the App to get an instant reward right at the point of purchase.
Of course we added easy ways to spread the word through social networks, and ultimately we’re starting to build a database in each market for regular dialogue. But making the exchange feel very real for participants was key, and a standout element is the iPhone App with its goosebump-inducing motion-controlled panoramas – along with an Augmented Reality compass-based Pure finder that even shows you where and how far away your piece of purity is.
Stu Parker
Nice work!
Nov 11, 2010 @ 12:45 am
gredge
Thanks Stu — and thanks of course to you and the team at Shift for helping us bring the idea to life, working through the build, and for grace under fire as we all pushed the work to be the best it could be – especially Fiona Sheffield for managing the production (following Amanda Gada early on), Ross Howard for helping beat the user experience into shape from the start, and Che Tamahori and Mark Zeman for carrying the torch through to completion and leading the rest of your team through the tough times that come with a complex international build managed across two agencies. Special thanks also to Ross Brown for the gorgeous imagery, team Touchpoint for the back end integration and help with international SMS, and team CactusLab for the killer iPhone App – Karl and the crew, I have never actually jumped for joy like that IRL. And of course we mustn’t forget the Publicis Mojo / Publicis Digital crew: Andre Louis, Stephen Mackenzie and lots of Steinlager Pure for the initial ideation session; the incomparable, indefatigable Art Director Jeremy Clark for the gorgeous initial designs and ongoing art direction and Senior Producer Rochelle Ivanson for keeping things on the straight and narrow (seriously, Rochelle — spotting that exotic tree was *mental*), and Marcelle Baker, Luke Farmer, Dean Divehall, Jen Hird, Emma Woods, Brendon Eastlake, James Wendelborn, Graham Bannister and a cast of thousands of other creative, studio, support and client service people throughout the abovementioned companies and around the world. We couldn’t have done it without you. Let me know anyone else who needs crediting — otherwise time for a Pure.
Nov 11, 2010 @ 1:59 am