0
beer launch of 2019
0
growth of DB export Masterbrand
0
Most viewed ad in 2019 on YouTube
Challenge
Our challenge: Launch another ‘low carb’ beer into a saturated category where our key competitor outspent us by 3.9:1.*
Since the launch of our low carb Export 33 (7 years prior), the ‘better for you’ (BFY) category exploded.
We faced Increasing competition.
- Both Speights and Pure Blonde claimed lower carbs (70% - 80%) in their beers.
- 50% of drinkers were drinking less than they did 5 years ago**.
- DB Export’s biggest competitor, Speight’s, introduced its own mainstream low-carb beer, Summit Ultra, with an ultra-large media budget (3.9 larger than ours)***.
- DB Export found itself losing share in a category it helped create.
Solution
Permission to feel proud picking up a DB Export ELC and create an emotional connection was the key reason for creating a song. It was essential to apply this thinking when deciding what our ‘snackable’ media assets would be. We wanted people to feel like we were speaking to their specific everyday tasks. To make the beer relevant to ‘acts of love’. Brand resonance increases when ads are seen at the right moment, right environment and the right message, Relevance is key to emotional connection, so media was central to developing the audience insights that drove creative development.
However, To gain cut through, first we had to make the song famous. Leading to a two-pronged approach:
1) Make the song famous
2) Make the beer hyper relevant to our consumers’ personal interests around ‘acts of love’
Result
We catapulted ourselves to the number one beer in the low carb category and the #1 beer launch in NZ in 2019. Our media led creative and targeting strategy is now used as a best practice case study by YouTube.
- 5.4m Music video views, including 843K views on YouTube with an average view time over 2 minutes.
- #1 - YouTube top ad viewed by kiwi’s in 2019 beating Air NZ and Lotto.
- We set a new standard for YouTube Brand Lift Studies in NZ by delivering the highest ad recall lifts Google had on record at the time. 51.4% = best across all NZ verticals.
- #2 on the iTunes charts within 48 hours.
- The song has been streamed over 5,000 times on Spotify.
- We achieved a 7.3% lift in brand consideration on YouTube Brand Lift Survey
A New Zealand First for PlaceMakers and Google
Finding a first to market digital solution to help PlaceMakers maintain a high performing e-commerce channel.
Social | Shortland Street 30th Anniversary Social Activation
For Shortland Street’s 30th Anniversary TVNZ looked to pull out all the stops to help bring some excitement to this landmark occasion in NZ broadcast television.
TVNZ #IsoCareKits
Lockdowns suck, and with so much of our isolation entertainment coming from our televisions, TVNZ saw an opportunity.
Creative | ASB "Borrow the All Blacks"
During the COVID-19 pandemic, ASB were challenged to step up to plate for small businesses. So we thought, what if we fronted up with one of the most tightly regulated sponsorship properties in ...
Creative | Bunnings and Touch NZ
Dentsu creative were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
Creative | Rangitikei Free Range
Creative | Meridian, Turbine Pale Ale Launch
To launch Turbine, Dentsu Creative developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and W...
Movember "A Moment Against Silence"
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
Creative | Designing a contactless service for Subaru.
Designing a contactless service for Subaru.
Creative | Calocurb
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
Creative | Tower Insurance
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
Creative | Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
Media | Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...
Media | Les Mills on Demand
Locally driven technology product, pushed globally increasing expansion and driving growth
Media | Air New Zealand, A Fantastical Journey
The safety video is usually the least-interesting part of a flight. Air NZ needed theirs to be engaging pieces of content on and off the plane.
Creative | ASB, True Rewarden
Turning a rewards scheme into a Kiwi icon for ASB. Following the massive success of the first campaign, we brought the True Rewarden back to continue her mission to get more Kiwis rewarded.