New Corona on-trade campaign celebrates inner-city sunsets
23rd August 2017
AB InBev is investing further in the Corona brand through a series of 'Aboveground' events in London this summer as part of This is Living - the brand's global marketing platform. Over the next two months Corona will be partnering with nine bars across the capital to remind people to go outside, enjoy life and live more moments that matter.
To launch the Aboveground series, Corona will host three events at The View From The Shard - London's highest vantage point - during the three best sunsets throughout August and September, allowing guests to witness a beautiful sunset with an ice-cold Corona completely free of charge**.
Corona will be working closely with a meteorologist to forecast when the best sunsets across the next two months will occur, announcing the surprise on the morning of these through digital out-of-home billboards and its social channels. The out-of-home displays will be geo-targeted close to each chosen venue, inviting consumers to the nearest participating venue in time for sunset, with O2 customers also receiving a geo-target SMS.
The View from The Shard and Corona's three other 'hero' bars will be transformed into a Corona-owned space using branding, merchandise, screens relaying content and lighting to create a sunset atmosphere. A renowned local DJ will entertain guests with an exclusive sunset set while Corona brand ambassadors serve guests complimentary Coronas.
As well as surprising and delighting Corona fans through these bespoke sunset experiences, the Aboveground campaign aims to drive footfall for the nine participating venues throughout August and September. Each venue will be included in all promotional marketing, including digital out-of-home, social media and consumer media partnerships. They will receive on-location support from Corona brand ambassadors and a range of branded merchandise will be available to boost the consumer experience.
Aina Fuller, Marketing Manager at Corona UK & Ireland, said: "In busy city centres like London people often struggle to find the time to take stock and enjoy their surroundings. We're partnering with some great venues across the capital to give people the chance to do just this, using innovative localised marketing to surprise Londoners and invite them to the ideal locations for experiencing the city's iconic skyline at sunset. We'll continue to work with these top venues across the summer and into Autumn to help them drive footfall by maximising the sunset experience for customers."
Corona launched its 'This is Living' proposition last year with a national campaign, followed by two waves of out-of-home activity - inviting people to go outside and experience more moments that matter. This has been underpinned by a comprehensive social media strategy, and supported with on and off-trade promotions such as the return of the popular Corona Cubo sharing bucket, with units made available to customers across the UK this summer.
For more information on promotions and ways to maximise Corona sales, customers should contact AB InBev directly on firstname.lastname@example.org