Speight’s and DDB are again taking advantage of Kiwis’ number eight wire mentality and DIY attitude in part two of the ‘We Will’ campaign, by suggesting an incentive to wipe the dust off those unfinished projects and get them completed once and for all.
Inspiration for the campaign came from last month’s Buzz Online survey, which showed 80 percent of responding Kiwis had an unfinished project. Wellingtonians had the most (87 percent) followed by Cantabrians (86 percent).
Despite those numbers, it appears New Zealand is still a nation to roll its sleeves up and muck in with 65 percent of respondents having answered the call of a mate in need and to help them finish a project.
To attract those sitting on unfinished projects, the campaign is supported by a 30-second and 15-second TVC, as well as digital activity, including a new microsite, outdoor, social and point of sale activity.
Those who rise to the challenge and get those lingering projects completed, could be into win three $10,000 ‘Well earned weekends’ ($10,000 worth of travel vouchers) as well as hundreds of Mitre 10 gift cards.
To enter, Kiwis need to visit to the competition microsite fill in the required details about the unfinished project and get at least three friends to say “I will” to getting the project done. All entered projects must be completed by 30 June when the competition closes.
Part two of the ‘We Will’ campaign follows Speight’s previous initiative where it gave away 10 backyard sheds last year.
Speight’s category director beer Ben Wheeler says: “Last year’s campaign was a huge success for Speight’s, but also succeeded in getting Kiwis helping each other out.”
He says ‘We Will II’ looks to harness the same enthusiasm and motive for Speight’s drinkers to finally finish that project that’s been bugging them or their family.”
“And there’s nothing more motivating than dangling a few cold Speight’s to say ‘thank you’.”
Those entering to win a shed last year were required to enter a shed name, tell their shed story (how it would be used), choose a position for it in the garden and get mates to support the cause through at least three social media shares.
Winners included ‘The Swamp’ and ‘The Flagon’.
DDB creative director Ben Pegler says: “After finally knocking off the last of our Speight’s backyard sheds, it’s time for us to tackle phase two of the ‘We Will’ campaign: ‘We Will II – The Unfinished Projects’. Building sheds showed us that Kiwis loved getting together to get stuff done. So finishing the nation’s unfinished projects seems like an equally good reason to enjoy a Speight’s or two.”
In a Trading Update released February this year, Lion reported total volumes in beer, spirits and wine business in New Zealand decreased 4.4 percent amidst a highly competitive retail market and declining beer category.
It also reported New Zealand business has driven, and capitalised on growth in the mid-strength beer market with Speight’s ‘Mid’ the largest seller in its segment in the on-premise market.
Marketing director – Craig Baldie
Category director beer – Ben Wheeler
Senior brand manager – Jane Dempsey
Brand manager – Geoff Kidd
Assistant brand manager – Lana Blair
Brand activation and Speight’s centre manager – Chris Snow
Chief creative officer – Damon Stapleton
Executive creative director – Shane Bradnick
Creative director – Ben Pegler
Creatives – Tom Cunliffe, Zac Lancaster
Executive producer – Judy Thompson
TV producer – Kate Moses
Group business director – Scott Wallace
Senior account director – Jenny Travers
Account executive – Michael Doolan
Head of planning – Lucinda Sherborne
Print producer – Andy Robilliard
Photographer – Toaki Okano (The Collective Force)
Retoucher – Paul Edwards
Mac designer – Matt van der Loos
Production company – The Sweet Shop
Director – Damien Shatford
Producer – Lynnette Gordon
Executive producer/managing director – Fiona King
DOP: Andrew Stroud
Production designer – Bruce Everard
Editor – Simon Price
Post production and city – Palace, Auckland
Public relations – the pr shop
Account director – Pippa Lekner
Senior account manager – Tom Frankish
Digital agency – Young & Shand
Strategy director – Daniel Phillips
Account director – Jesse Kelly
Account manager – Bart Etcheverry
Account executive – Nat Johnson
Creative director – Tim Wood
Creative – Eddie Dickens
Creative – Harriet Spratt
Creative – Simon Otto
Designer – Ting Teng
Producer – Guy Annan
Developer – David Featherston
Developer – Andrew McCallum
Media – ZenithOptimedia
Business director – Alex Lawson
Business manager – Kate Gamble
Media planner – Mike Lee
Media planner – Charlotte Franklin
Digital activation manager – Rob Kay
Junior planner/buyer – Chris Thomas