Running under the ‘Serve One to Remember’ strapline, Stella Artois is rolling out its 360 integrated, multi-platform Wimbledon activation with a UK focus on its Vantage Point experience.
The campaign launched in the run-up to the tournament and, as well as the flagship experiential space, spans TV, digital and social promotions, influencer collaborations, trade initiatives and a strategic OOH ad campaign urging tennis lovers and beer drinkers to “Serve One to Remember”.
Vantage Point, a tennis themed entertainment space, has been created in Flat Iron Square (near London Bridge) and it is the focus of the tournament’s official beer brand’s TV spot which debuted on 26 June.
The self-styled ‘summer screening extravaganza’ is, according to Stella’s marketing team, ‘dedicated to your viewing pleasure’.
It officially opened on 3 July and every day of Wimbledon from noon onwards, it offers fans a chance to ‘savour a cold chalice of Stella Artois’ while the brand serves up ‘a smorgasbord of artisan food, live alternative commentary and all the best tennis matches’.
The experience is being promoted across the beer brand’s digital and social channels (such as Facebook) with content pieces linked by the #serveonetoremember hashtag.
The Anheuser-Busch InBev brand, which is partnering the tournament for the fourth year, is also using its own channels to drive a tennis related content, including AELTC assets, around the tournament.
Here’s a glimpse into the work that our friends #Wimbledon undertake to make the championships so special. https://t.co/rp91vEvp8T
— StellaArtoisUK (@StellaArtoisUK) June 29, 2017
The activation also includes a set of limited edition Wimbledon 2017 merchandise and packaging, as well as tournament branded Stella Artois chalices, which all aim to help to drive a sales uplift.
The brewer is also offering special kits to help bars capitalise on the tournament: with assets ranging from Stella Artois-branded heaters and parasols, to stools and match-and-menu chalkboards.
There is a range of point-of-sale activity providing additional campaign support: themed around key purchasing behaviours, these stretch from front-of-shop displays and branded gondola ends, to shelf visibility materials and FSDUs – all with the aim of sparking interest and delivering a strong call-to-action to steer consumers to the beers, wines and spirits aisles.
Off trade, Stella Artois has also launched Wimbledon 2017 packaging across hero formats to drive stand-out, with a supporting Gift-with-Purchase initiative that sees consumers receive a limited edition Wimbledon 2017 Stella Artois Chalice when buying packs of Stella Artoisfromn participating retailers.
Stella Artois has also teamed up with CheckoutSmart to launch a ticket competition for UK consumers (aged 18 and over).
Consumers who purchase packs of Stella Artois in-store or online from participating retailers, simply need to enter their details and upload a picture of their receipt at www.checkoutsmart.com/Stella to stand a chance to win a set of prizes that include four pairs of tickets to The Championships (one pair of general admission tickets for 8 July and three pairs of tickets to the Men’s Semi Final on 14 July).
“Stella Artois has become synonymous with The Championships, Wimbledon. Not only is it seen by consumers as their number one favourite lager brand of choice, but from an on trade perspective it is seen as the perfect accompaniment to watch the tennis tournament,” argues Tatiana Stadukhina, Stella Artois’ European marketing director.
“We are really excited to bring back the bespoke The Championships, Wimbledon 2017 bottle packs and Chalices, which help to drive sales uplift and are loved by consumers,” continues Stadukhina.
“Stella Artois is a must-stock for all retailers, so we hope this partnership with the The Championships, Wimbledon 2017 will drum up even more excitement in the brand and further increase rate of sale throughout the country this summer.”
Activative Comment:
The more sedate, less showy and less technically-charged 2017 activation contrasts with some of Stella’s previous Wimbledon work which includes its 2016 campaign led by an all-singing, all-dancing TV commercial called ‘Never Heard Of It’ (see case study) and its 2015 activation led by the cutting edge ‘Rufus The Hawk’ 360-degree VR work (see case study).
The brand’s alliance sees it work with the AELTC and Wimbledon to further drive premium brand perception, to increase purchase interest by strengthening positive associations with the world’s most prestigious tennis tournament and drive major sales opportunities across off trade retail and incremental grocery sales over The Championships, Wimbledon.
Links:
Stella Artois
https://www.youtube.com/user/stellaartoisuk
https://twitter.com/StellaArtoisUK
https://www.facebook.com/stellaartoisuk
AELTC/Wimbledon
http://www.wimbledon.com/inpursuitofg…
http://www.youtube.com/wimbledon
https://www.facebook.com/Wimbledon
https://twitter.com/Wimbledon
https://www.instagram.com/wimbledon/
https://plus.google.com/+Wimbledon
http://www.wimbledon.com/
Snapchat: add Wimbledon
