Of all the NZ Olympic sponsors, Moa is perhaps the most unlikely, given its oft-controversial approach to marketing and the fact that it’s, well, beer, a substance not particularly well-renowned for improving athletic performance. But even though the NZOC is an organisation renowned for taking things pretty seriously, Moa, which celebrated a solid medal haul of its own recently, has still been able to have a bit of fun with its sponsorship activity.
Moa marketing manager Sunil Unka says its Shout a NZ Olympian a Moa promotion has started very well, with the campaign, which was developed by Gladeye and employed the services of Young & Shand for advertising support, getting over 2,000 new likes already and there’s another eight weeks still to run.
The Facebook app asks users to shout a Kiwi Olympian a beer and leave a message of support, with one winning shouter getting a pallet of Moa Original (132 x 12 packs = 1,584 beers or 522.72L). Second place wins half a pallet and third place wins quarter of a pallet and while the shout is “a virtual beer that only exists in computerland”, each Olympian will actually receive a special Moa Olympic Edition Magnum with all the messages of support enclosed.
As of today, Valerie Adams is leading the race, with Shane Archbold, Ethan Mitchell, Alison Shanks and Mahe Drysdale close behind. And as some of Unka’s favourite messages show, the support is flowing: ‘MATE! Spray one of these over the competition when you’re standing on the podium. Or, just drink it’, ‘Drink this beer and burp bubbles like fish underwater!”, ”Marry me? But I love you. Have a beer and then decide. Hold me.”, or “Smash that little steel ball like it owes you money!”
For those lacking inspiration, there’s also a generic message generator.
Moa is also following in the footsteps of its fellow sponsors with a more traditional ‘win a trip’ promotion, with the Qualify for London campaign offering anyone who buys Moa a chance to head to London with a friend (flights thanks to Unka’s old haunt grabaseat), stay in a fancy hotel and attend the beach volleyball, swimming, hockey, athletics and track cycling. Over 15,000 entry forms have gone out, which according to Unka’s mathematical brain “would fill an Olympic sized swimming pool”.
The creative was done by Projector and the ads/postcards depict Will Hall and Jordan Mauger filling the potentially vacant spots on the NZ Olympic team in rhythmic gymnastics (gear provided by Unka’s sister who was into rhythmic gymnastics as a kid growing up in the Tron), wrestling (in the Moa cycling bib shorts, package enhancers not included) and synchronised swimming.