To drive sales of DB Export we needed more than just another ad. We needed to capture the imagination of Kiwi males, and give them a reason to drink beer.
Our challenge – drive an increase in sales of DB Export, despite the mainstream beer category being in decline of 6%.
Mainstream beer consumption is in steep decline globally, nowhere more so than in New Zealand where it is at its lowest since WWII (you know, when NZ’s population was only 1.6m…). Kiwi blokes didn’t need another cliché beer ad. What they needed was an irrefutable reason to drink more beer.
So that’s what we gave them.
We set about creating a way that would help men justify drinking more beer by turning drinking into a selfless act of sustainability. By creating a machine that would turn empty bottles of DB Export into sand, we could help people save the planet simply by drinking more beer. This created an entire new layer of permissibility around DB’s products.
But why sand?
You probably didn’t realise, but the world is running out of sand. It’s used in everything from construction to pharmaceuticals, and as result 2/3 of the world’s beaches are retreating. Desert sand is too fine to be used in construction, sending the demand for beach sand soaring. A billion-dollar black market has resulted in the illegal extraction of sand from Sierra Leone to Singapore. Sand is the second most exploited natural resource on the planet and takes hundreds of thousands of years to regenerate.
To save their beaches, we asked New Zealanders to empty a bottle of DB Export. Made from desert sand, each bottle makes 200 grams of sand substitute. To make a difference we needed New Zealanders to empty as many DB Export bottles as possible!
Our target audience was beer drinking Kiwi blokes.
Scale was crucial to drive widespread visibility of our campaign, however, what was absolutely key was showing that this was a tangible solution. We needed our drinkers to believe that this was real, and that by drinking DB Export they could truly make a difference in saving NZ’s beaches.
The communications strategy was carefully built over four crucial stages:
EXPOSE THE SAND MINING ISSUE
Seed the fact that sand mining was an issue right here in NZ, not just globally. Create a sense of outrage that our pristine beaches are being dredged to help construct shopping malls and motorways.
INTRODUCE THE SOLUTION – BEER BOTTLE SAND
Ensure that drinkers found out about the solution organically – through social, PR, earned channels. This would give the idea credibility and drive talkability. We had learnt from previous campaigns that success at a global level would translate to success at a local level. The NZ media love to promote Kiwi success stories from the world stage so this became a crucial part in landing our Earned strategy – start with the global platforms.
MAKE IT REAL
Show that Beer Bottle Sand actually existed. This meant being visible in places our drinkers could create the sand, places where the sand was being used, and even places they could buy it.
AMPLIFY THE STORY
Amplify the story with a call to arms; tell beer drinkers that they can help save our beaches by drinking more DB Export through paid media. At scale and for as long as possible.
We brought the campaign to life using a number of traditional, non-traditional and new media channels.
EXPOSE THE ISSUE
Unbranded PR seeded the stories of beaches being mined for sand to use in construction, creating outrage that such an issue could exist in NZ.
INTRODUCING BEER BOTTLE SAND
Our solution was introduced predominantly via a branded case study film via Earned channels. We reached 200m+ million views globally by partnering initially with the likes of Mashable etc. Once we had gained some global traction local news outlets jumped on the story to show how local Kiwi ingenuity was being used to solve our sand mining issue. Showing the sand machines in action helped land that this was a real, tangible solution.
MAKING IT REAL
Our sand machines travelled throughout the country, encouraging Kiwis to turn their empties into sand – and posting the video on social media.
To create a physical presence, we convinced NZ’s largest DIY retailer to stock Beer Bottle Sand in 45 outlets throughout the country.
We negotiated inclusion of a building challenge using Beer Bottle Sand on popular NZ renovation show ‘The Block’ and on popular sports show, Crowd Goes Wild, turned one of the host’s lawns into a beach tennis court.
We also used building wraps of construction sites to communicate that they were using our sand in construction.
- AMPLIFYING THE STORY
Kiwis were then recruited to join our movement through TV, digital video, billboards and social – driving awareness and longevity