Dive fails but campaign succeeds

The 34-year-old attempted to break his own world record last Wednesday at Dean's Blue Hole in the Bahamas.

Free diver William Trubridge may have fallen short of his world record attempt but he is bullish about his prospects next year.

The 34-year-old attempted to break his own world record last Wednesday at Dean’s Blue Hole in the Bahamas.

The stunt was part of an integrated campaign from Steinlager Pure and ad agency DDB.

Mr Trubridge became the beer brand’s ambassador in July for its Born to Defy campaign.

It was executed across nearly every possible medium: TV, print, outdoor, radio, digital and social. Before the attempt, supporters were encouraged to leave their message of support for the diver on the 102M website that temporarily took over Steinlager.com.

Mr Trubridge was able to hear the messages while he dove thanks to underwater technology.

On the day, Auckland commuters were also able to experience the dive thanks to a “tweeting sonar” streamed across digital billboards around the city, a New Zealand first.

DDB considers it an “incredible success” because it brought mainstream attention to the niche sport of free diving.

“A year ago William Trubridge wasn’t a household name in New Zealand, despite being one of our most successful athletes in the world,” DDB chief executive Justin Mowday says.

Despite the widespread attention, Steinlager Pure, a Lion brand, would have no doubt been frustrated when mainstream media omitted mention of the beer company.

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