Beyond The Wall
Mountain Dew
Issue 27 | June 2013
Agency
Colenso BBDO/Proximity New Zealand
Creative Team
Executive Creative Director Nick Worthington Creative Director Levi Slavin Art Director Tamryn Kerr Dan Wright Copywriter Rachael Walker
Production Team
Production Company 8com Producers Ivan Barge Katie Millington Director Andy Morton Digital Creative Director Dan Wright Technical Director Paul Headington Digital Designer Josh Yee Craig Thompson Digital Producer James McMullan Digital Developer Paul Sanderson Creative Technologist Mathew Tizard Artist Kairau Bradley 3D Artist Andy Jacobs Motion-capture technician Gregory Bennett
Other Credits
Group Account Director Tim Ellis Account Director Samantha Parsons Account Manager Maria Bjorkman Matthew Abbott Account Executive Eileen Cosgrove-Moloney Senior Planner Andy McLeish Planner Hayley Pardoe Agency Producers Sheriden Derby Jen Storey Commercial Development Director (Frucor Beverages) Aisha Daji Punga Senior Brand Manager (Frucor Beverages) Joanna Hollins Assistant Brand Manager Emma Raymond
Date
October 2012
Background
Mountain Dew had always targeted young New Zealand guys. They were the heaviest drinkers of soft drinks and with its high caffeine content, Mountain Dew was perfect for fuelling their lifestyle.
After the Skate Pinball campaign in 2011, the brand needed to regain lost momentum and to introduce more people to the Mountain Dew way of being.
The challenge was to give young guys an experience that allowed them to ‘take their passion to the next level’ – to do what they love, push the boundaries.
Idea
The brand collaborated with street artists to create the next evolution of graffiti. Motion-capture experts and software engineers helped capture the essence of graffiti and make it 3D.
At www.mountaindew.co.nz fans could craft their own piece of 3D graffiti and drop it anywhere on Google Street View, creating a single global canvas.
A travelling show was created to take the idea around the country, encouraging young Kiwis to try both Mountain
Dew and the online experience.
Results
Though the category was in decline at -2% in volume and -1% in value (during quarter 4), Mountain Dew out- performed its competition and smashed the sales objective, increasing sales by 10% and delivering +31% volume growth and +28% value growth.
24% of the target audience participated via mountaindew.co.nz. Furthermore, the brand’s Facebook fan-base increased by 293%.
Brand equity was strengthened dramatically.
The measure of ‘Is an edgy brand’ increased by 50% and the measure of ‘Has buzz or excitement’ also increased by 20%.
Our Thoughts
Yet another innovative way of using Street view. You can spray paint your mates’ homes,
I just spray painted Pett Lane, where Directory is based and it was seriously good fun.
With a target audience of this nature, young, brash, brand-wary, Mountain Dew continues to show that the only way to get traction is not through selling the product but through
creating experiences around shared values. In this case, a healthy and liberating disrespect for anything remotely institutional. Love it.
This campaign also provided the inspiration for our cover this issue.