Tuesday, June 17, 2008

Speight's Great Beer Delivery.

Make Speight's more relevant to today's city drinkers while remaining true to the legendary 'Southern Man' values of Generosity of Spirit, Mate-ship and the 'Can do' attitude. To position Speight's as "The stuff of legends" they created a legend of their own. They learned that New Zealanders in the UK were missing their favourite beer. So a working Speight's Alehouse was strapped to the deck of a cargo ship and sailed across the world to London's Canary Wharf, much to the delight of the city's sizable Kiwi population and the loyal drinkers back in New Zealand. The crew for the ship was recruited in a national campaign. The voyage received over 20 minutes of prime time national television news coverage and extensive press reports. "The greatest achievement of The Great Beer Delivery was the way it broke out of paid-for media space and catapulted itself into the news... Authenticity is what consumers are searching for and there are fewer stronger statements of authenticity than news media coverage." Brian Sweeney, advertising industry commentator. Speight's regained its position as New Zealand's biggest selling beer. 6% of all New Zealand men applied online to accompany the working Speight's Alehouse on its journey to London. A double-digit increase in Brand Adoration was achieved whilst all other mainstream beers declined. Gold Promo Lions Winner.

Agency: Publicis MOJO Auckland, New Zealand.