SOL Beer Experiental

SOL Revolutionaries invading North Island beaches in Summer '09

Type: Outdoor Experiential Campaign

Objectives:

The objectives for the SOL Experiential campaign was to promote SOL Beer as the drink of the summer season.� In doing this a strong emphasis was put on the link between SOL, good times and refreshment.� In support of this campaign, sales were driven by providing the target market with coupons for On Premise and Off Premise outlets in the area. Further support of the brand was continued, with the SOL Revolutionaries being active at selected bars, creating presence and supporting sales.

Execution:

SOL Beer and their team of revolutionaries took to the beaches of the North Island during the summer 2009. They travelled around in a branded truck creating excitement and fun as they leapt out at various key target areas.� During the day, brand ambassadors created summer fun at the beach by handing out coupons for redemption at local hot spots and key Take Home outlets. The interaction was furthered with the team providing temporary SOL tattoos using tanning spray and engaging target groups in games of Frisbee.� By night, the team could be found at key local bars promoting SOL specials, driving brand awareness and creating memorable interactions with the target audience.

Results:

Over the campaign a total of more than 5,000 people experienced SOL and its association with summer and fun, directly linking to SOL Beers core brand positioning. Sales increased significantly over the same period the previous year, in a beer market showing decline. As there was no other promotional activity, this result can be put down to the experiential campaign.