Corona’s brand insight reveals that we spend 95% of our time indoors. For Londoners, this most likely means they are stuck underground in an overcrowded, metallic tube. We were tasked with finding an experiential on-trade solution for the capital to enjoy the sunset – Corona’s most ownable moment – and bring the Corona Aboveground concept to life. The challenge was made greater as it was imperative to develop a series of events that would drive earned media coverage and unlock activation in high end outlets where Corona wouldn’t typically be allowed to play.
Working within an integrated agency mix, we created an activation plan to deliver reactive brand experiences whenever there was a great sunset to be enjoyed, all throughout September. From production to logistics, talent & venue/outlet management and staffing we managed the experiential aspect of the campaign end to end. We even created a bespoke digital sunset forecasting tool! The activations were supported by weather-triggered OOH digital and social to drive Londoners to the top 10 bars in the city for enjoying the sunset with an ice-cold Corona. The hero events took the form of 3 free parties at the top of the Shard, giving 1,000 lucky punters the chance to watch the sunset from the best and most exclusive view in the city with complimentary Corona and a live DJ. Across the on-trade, a beer drop team was waiting in the wings for the best sunsets. Once given the green light, they dropped ice-cold Corona with fresh limes as well as a sunset clock and premium POS for our partner bars to run a complimentary Corona at sunset activation.
With a PR reach value of over £300k, 4,000 complimentary Coronas served, a 25% uplift in ROS and even a new permanent listing for Corona, the campaign was a real success and is set to run again in 2018 – we can’t wait to get outside!