Beer drinkers can now hold a piece of Aotearoa in their hand with Steinlager Pure app created by Publicis Mojo, Auckland and Shift, Auckland
March 29 2011, 3:15 pm | | 8 Comments
CASE STUDY: Steinlager Pure is created using only pure ingredients from one pure source – New Zealand. Publicis Mojo, Auckland and Shift , Auckland needed a way to launch this beer to the world and show people wherever they are that when they’re drinking Steinlager Pure, they’re holding a piece of Aotearoa in their hand. So they gave them just that: walk into a bar in New York, Vancouver, London or Singapore, buy a Steinlager Pure, and you get a piece of New Zealand: a full square metre of untouched, native New Zealand forest secured in your name – and the chance to see it for real.
8 Comments
That’s pretty awesome. I feel pretty far from home right now.
Feels very gimmicky to me.
BTW: You can’t own a piece of forest in a NZ reserve, that’s why it’s called a…you guessed it, a reserve.
Wow, clever. And the way expat NZers drink the entire country will be national park in about a week and a half.
Ah, goosebumps. Long time since a beer piece made me feel that. Thirsty now.
Ridiculous, trying too hard to be relevant.
@10:29 Please explain? No infographics or powerpoint charts needed, just a few words that would give us a clue as to whether you have one. Because when the brief is to get into the point of purchase and make an unknown beer’s NZ provenance relevant to an international audience of urbanoids, positioning it as unique and premium while you’re being outspent by a factor of well over a thousand by Budweiser, Heineken et al, you *need* to try pretty hard. And we did, and, well, um, it’s working, so stick that in your glass and drink it.
Cheers!
Greg
Only seven comments about this? i agree with 10.29. Sorry Greg.
Hello 12:08 – thanks for the apology. It means a lot.
It’d mean a lot more if you used your real name and let us know what we could do better next time, perhaps with some killer examples of your own.
Cheers!
Greg