Executive Creative Director at King James Group (Part of Accenture Interactive)

Cape Town, Sud Africa

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Newlands Spring - "Not That Newlands"

King James

King James Cape Town, Sud Africa

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3703

Marca: Newlands Spring
Paese: Sud Africa

Cliente: AB Inbev

Titolo	Not That Newlands
Agenzia	King James
Campagna	Not That Newlands
Cliente	AB Inbev
Marca	Newlands Spring
Posted	Agosto 2018
Trama	Synopsis;Newlands Spring Brewing Co. (NSB) is a relatively small player in the cluttered beer category in South Africa, competing against bigger brands with even bigger budgets for share of voice and wallet. Compounding this, NSB’s distribution is currently limited to one major city in the country (Cape Town). So with a very small pool of credible drinks media to target and tight budgets, we needed to use creativity to create an opportunity that would allow us to credibly show up where we weren’t expected. Our brief was clear: conceptualise a clever tactical idea that would drive targeted awareness, bring the brand personality to life in an engaging way, and ultimately encourage trial.;Strategy;We cut through the clutter by inserting the brand into a conversation outside of the beer category. Fewer things inspire more vocal head-to-head patriotism than sport, so with cricket season upon us we sneakily placed NSB right in the middle of one of the world greatest rivalries – SA vs. Australia. By getting the people who rarely have a nice thing to say about us, to punt our beer.;It was all in the name. There’s a Newlands in SA and a Newlands in Australia, and the Aussies were on their way to Newlands Stadium in SA for the Cricket Test Series – where we launched our campaign.;The social chatter was instant and the targeted media relations programme across news, sports and entertainment editorial channels delivered the scale and reach among our primary audience: Cape Town based men and women between the ages of 25 and 35.;Relevancy;The Not That Newlands stunt was specifically created to drive earned media talkability for Newlands Spring Brewing Co. across on-target traditional and social media channels. It was a tactical idea that was timed to tie into the sporting news agenda to create a topical opportunity for the brand to cut through the clutter and gain exposure outside of the (expected) drinks media in an engaging and relevant way.;Outcome;The positive response was immediate and the impact was huge. Within four hours of launch, @newlandsbrew was trending on twitter and the social conversation continued to gain momentum for the duration of the campaign. It delivered over 61 000 online engagements and we even had likes and shares from the Aussies who became the faces of our campaign through online posters created of our favourite compliments and 'endorsements'. Our key messages landed strongly across all of our targeted editorial media channels with a 100% positive sentiment. In the end, the campaign achieved a reach of 14 million and delivered a 132% ROI in earned media.;Most importantly however, it led to a 70% increase in sales. Within a week, stocks were sold out city-wide. And we even started receiving requests for beer to be sent to other cities across South Africa and countries around the world. Including Australia.;Execution;We flew to Australia to launch NSB while conveniently forgetting to mention which Newlands it was from. The Aussies couldn’t stop telling us how great the beer was. Until we revealed that it was brewed in our Newlands and not theirs. Their reaction was priceless.;Naturally, we caught everything on camera and released it at Newlands Stadium as our national teams went head-to-head on 22 March. As audiences took to social media to spread the word, we fueled the conversation further through specially created online posters that turned our new Australian ‘brand ambassadors’ into spokespeople. With a strong media relations drive grabbing headlines across all major regional and national target media.;Then the Aussies got caught cheating on camera. So we used the opportunity to create a second wave of earned exposure by celebrating our local cameraman for catching them out AGAIN.;The campaign rolled out over four weeks.;Campaign Description;How do you prove how great your beer is? You ask your biggest rivals (people who rarely have a nice thing to say about you) to tell you.;It’s no secret. South Africans and Australians share a historic rivalry. But when Newlands Spring Brewing Co. asked us for a campaign, we discovered that a rivalry isn’t the only thing these nations share: Both have towns called Newlands.;So we launched Newlands Spring Beer in Australia and asked them what they thought of it. And they loved it. Until we told them which Newlands it came from.;We captured their reaction on camera and launched the film on day one of the Aussie cricket tour to South Africa, at Newlands Cricket Stadium. The response was priceless.
Tipo di Media	Relazioni Pubbliche
Lunghezza	117 seconds
Account Management	Candice Hickox
Account Management	Lelani Van Den Berg
Art Director	Damian Bonse
Agency Producer	Ananda Swanepoel
Agency Producer	Kathi Jones
Brand Management	Nico Stone
Chief Creative Officer	Alistair King
Chief Creative Officer	Matt Ross
Creative Director	Damian Bonse
Creative Director	Jared Osmond
Executive Creative Director	Devin Kennedy
Executive Creative Director	Dan Pinch
Strategist	Laurent Chavez
Copywriter	Laurent Chavez
Copywriter	Emma Drummond
Copywriter	Jared Osmond
Chief Creative Officer	Alistair King
Creative Director	Damian Bonse
Creative director & copywriter	Jared Osmond
PR Director	Lauren Chavez
Digital copywriter	Emma Drummond
Agency producer	Kathi Jones
Agency producer	Ananda Swanepoel
Client	Nico Stone
Client	Alastair Hewitt
Client	Craig Portman
Business Unit Director	Candice Hickox
Designer	Morgan Strutt
Senior Designer	Joe Van Schalkwyk
Executive Creative Director	Devin Kennedy
CCO	Matt Ross
Executive Creative Director	Dan Pinch
Entrant Company	KING JAMES GROUP
Idea Creation	KING JAMES GROUP