Corona Brand Activation
BRIEF
Corona Extra Lime & Reveal Summer brand activation.
WHERE
Venues Across the IOI.
WHY
To increase Rate of Sale across the Island of Ireland (IOI), Drive Corona brand recruitment across Corona Extra. To create memorable brand experiences through unique brand engagement.
WHO
On trade accounts and trades personnel, & Consumers, Beer Drinkers 18-30yr old.
what we did
Taking a two-pronged approach, Grooveyard serviced 300 accounts for C&C Gleeson across Ireland to promote Corona Extra to both trade and consumers.
Firstly, we developed an innovative concept, the Lime & Reveal scratch card brand activation. Lime & Reveal cards were distributed to accounts across the IOI to be given out with each bottle sold. A wedge of lime was used to activate the strip, revealing a prize underneath. Attendees were in with a chance to win an ultimate prize of a trip to Ibiza which Grooveyard managed. Our creative team developed the artwork for the card utilising Corona imagery to ensure maximum brand recognition. Lime & Reveal cards were specifically designed to coincide with the ‘Find Your Summer’ activation on social media. For the second stage, hand-picked Corona Brand Ambassadors provided sampling opportunities and engaged Corona Extra drinkers using a ‘Snappie’ bespoke photo app. Grooveyard also organised three promotional events to coincide with the activations and amplify the campaign. The ‘Corona Sunset Session Tours’ and took place in Dublin and Cork.
services
delivered
// CONCEPT CREATION
// CREATIVE DESIGN
// DIGITAL ENGAGEMENT
// BRAND AMBASSADORS
// END TO END SEAMLESS MANAGEMENT
// REPORTING AND KPI MANAGEMENT AND DELIVERY
results
Prior to the campaign Corona Extra was the 5th biggest beer in the Republic of Ireland.
2015 saw growth with the On Trade gaining +0.8 share points to become the 2nd biggest brand. The Lime & Reveal Card brand activation increased rate of sale and strengthened the Corona Extra and Lime ritual. Over 2,000 fun summer themed Corona Branded photos were taken which created nearly 600 shares across various social media sites leading to nearly 140,000 impressions.
Date:
March 3, 2016
