Fosters / Asahi Beer
Sponsorship activation and leverage at Splore Living Lounge
Brief
Asahi wanted to maximise its sponsorship of the Living Lounge with an event-based experience and associated leverage. They wanted to drive sales of Asahi at local on premise outlets (particularly the Auckland CBD) and showcase Asahi and its brand credentials to the market.
Solution
We created a sophisticated arts/music experience at the event: a relaxing and highly visible Asahi branded bar, Cut Collective bespoke graffiti branding and the popular Asahi Art Machine (a machine vending mini artworks in exchange for tokens received after purchase). Asahi branded rickshaws were also available for the duration of the event.
Results
- 300 artworks distributed (Asahi Art Machine sold out)
- 360 rickshaw rides
- Local arts community highly supportive of the campaign
- 135 cases of Asahi sold throughout event
- 1700 attended event
- Suitability of Asahi brand was spot on: event was highly respected among arts/music communities
- Pre-event activity with The Cuban Brothers got people talking about the event and Asahi's involvement
- Campaign was amplified via social networks, posters and flyers, radio and print advertising, eDM, online and social networks
- PR coverage in NZ Herald, Scoop.co.nz, Stuff.co.nz, Radio National, George FM, 95bFM
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