We re-allocated the media budget from a traditional media approach into a multi-layered Communication budget. We created momentum through heavy upfront expenditure & convinced media partners that the campaign was truly newsworthy.Conventional placement of our $750k budget across an 8 month period would have failed.Our media partnership approach delivered credibility and sustained engagement: Weekly coverage on NZ's only nightly primetime sports programme.Monthly reporting on NZ's No.1 national peaktime news.Comprehensive coverage in the leading national newspaper.Breakfast radio feeds across 3 stations in the biggest radio network.The campaign was split into 6 phases to maintain interest and engage consumers using a wide media mix that let content appear as news as it happened.The budget was used to create content for editorial, supported by minimal advertising expenditure - a brave and unconventional, but highly successful consumer engagement strategy.

Regained position as NZ's biggest selling beer:$2.5m free editorial coverage, 300% more than the media budget.Double digit increase in Brand Adoration (all other mainstream beers declined).70,000+ unique website visitors.60,000 entries 'to be a crew member' promotion.